Chester Zoo’s latest marketing campaign entitled “It’s real” is based entirely on lampposts and has been created to resemble live animals. The targeted lampposts are to be found on retail and leisure parks spread across the North West and Yorkshire.
The innovative campaign created by Newcastle agency Robson Brown and developed in association with Streetbroadcast, involves the use of striking images of animals displayed high up on the lampposts and around the poles themselves. Two images are used: giraffe and elephant.
The head of the Zoo’s marketing department, Sharon Leeson, said: “The new designs are incredibly eye catching and are a new way of publicising the zoo.
“The great thing about our lamppost wraps is that not only can they not be missed but they also provide a talking point. It’s not every day that you see a giraffe or an elephant in your local retail centre and we think children in particular will be drawn to them.”
Mike Goundry of Robson Brown added: “This opportunity allowed us to be totally focused with the creative message, taking the most striking physical feature of each animal right down to the pavement. We are planning even more exciting executions for the future.”
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