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Outdoor & Events
 

Night Tours, ‘See What Comes Out In The Dark’

Johannesburg Zoo

Issue 33 | December 2014

Agency

Y&R SA

Creative Team

Chief Creative Officer: Graham Lang Executive Creative Director: Rui Alves Creative Directors: Bibi Lotter, Jacques Shalom Copywriter: Andre Vrdoljak Art Director: Andrea Ferreira Designer: Julia Eccles

Production Team

Typographer: Francois Botes, Renata Vice, Andre Vrdoljak Illustrators: Francois Botes, Renata Vice, Andre Vrdoljak Production: Desmond Thirtle, Multiprint Litho, Jere Promotions

Other Credits

Account Management: Tumi Tshimbane, Darrin Thomas

Date

April 2014

Background

Joburg Zoo offers night tours that feature their nocturnal animals, but very few people know about this.

Idea

So how to get kids and parents to visit at night? They were spoken to in the day. Interactive cards were designed and distributed them in the zoo's restaurant, while they waited for their meals. The cards appeared blank until the kids coloured them in with a black marker; this made a nocturnal animal and fun facts about the night tours appear.

Results

By turning the flyers into an engaging activity for kids and parents, awareness was raised by 25%, increasing monthly visitors from 550 to 687 people.