ROYAL OAK, Mich., June 23, 2006 – The Detroit Zoo has taken to the skylines and the airwaves with a new advertising campaign to kick off the summer season.  The integrated campaign features radio, outdoor and print components, taking Metro Detroit consumers inside the Australian Outback Adventure, a new Zoo experience where visitors walk along a winding path among the red kangaroos.  Created on a pro bono basis by Southfield, Michigan-based Doner, the ad campaign runs through September.

The campaign kicks-off with a radio spot that puts a new twist on an old tune, featuring a re-recorded version of the popular J. Geils Band song “I Do.”  Originally recorded in 1977, the song’s catchy “Do, do, do; do I love you” lyrics have been modified to reflect feelings about the Zoo, with the chorus singing, “Zoo, zoo, zoo.  Zoo, I love you with all my heart.  I do.  I do now.  Detroit Zoo.”

An outdoor board execution that suggests a close encounter of the ‘roo kind can be seen throughout the Metro Detroit area.  The billboards give passing motorists an idea of what to expect during a visit to the Australian Outback Adventure, featuring a red kangaroo reflected in a pair of sunglasses on a child’s face. 

Print ads geared towards children will appear in Metro Parent magazine, and include a coloring activity that uncovers the theme of the new Adventure.  The campaign also features a print ad targeting visitors to Metro Detroit that will appear in travel publications such as Visit Detroit.

Doner, the Zoo’s longtime advertising agency of record, has a history of creating successful and award-winning pro bono creative for the Zoo, including the ever-popular “Zoo Stars” television spot and the Effie award-winning Dinosauria campaign.

The Detroit Zoological Society is a non-profit organization that operates the Detroit Zoo and Belle Isle Nature Zoo.  Situated on 125 acres of naturalistic exhibits, the Detroit Zoo is located at the intersection of Ten Mile Road and Woodward Avenue, just off I-696, in Royal Oak.  The Detroit Zoo is open 10 a.m. to 5 p.m. daily April through October, with extended hours 10 a.m. to 8 p.m. Wednesdays during July and August.  Admission is $11.00 for adults 13 to 61, $9.00 for senior citizens 62 and older, and $7.00 for children ages 2 to 12; children under 2 are free.  For more information, call (248) 398-0900 or visit www.detroitzoo.org.  The Belle Isle Nature Zoo is open 10 a.m. to 5 p.m. daily and provides educational programming with interpretive staff support from the Huron-Clinton Metroparks.  For more information, call (313) 852-4056. 

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