Found Only at the Detroit Zoo

ROYAL OAK, Mich., June 16, 2009 – There are certain elements essential to every childhood: eating fruits and vegetables, getting plenty of exercise, drinking lots of water – and visiting the Detroit Zoo.  The Zoo’s new advertising campaign, created by Doner, adds “Vitamin Z” to the list of nutrients essential to a complete childhood. 

“This campaign conveys an emotional truth about the Detroit Zoo that is universally understood.  There is something unique and meaningful kids experience when they visit.  The Zoo is like a vitamin for the mind and soul and every child needs a regular dose,” said Detroit Zoological Society Executive Director Ron Kagan. 

The “Vitamin Z” campaign highlights immersive experiences found only at the Detroit Zoo – including the Giraffe Encounter, Australian Outback Adventure, Arctic Ring of Life and Butterfly Garden – and captures the range of emotions kids feel when they encounter the animals.  Themed around the iconic nutrition label, the campaign calls out “nutrition facts” and percentages found in a visit to the Detroit Zoo, for example, delight - 89 percent, wonder - 90 percent, fascination - 92 percent, awe - 94 percent, oohs and aahs - 100 percent. 

The “Vitamin Z” campaign includes Dinosauria, the Zoo’s blockbuster summer attraction featuring 19 life-like animatronic dinosaurs.  A 30-second and two 15-second TV spots, which debut this week, are part of an integrated campaign that includes radio, print, outdoor and interactive components.  The campaign runs through Labor Day.

To view the 30-second “Vitamin Z” TV spot, visit http://media.donerus.com/?cat=51.

Doner has a long history of creating successful and award-winning pro bono work for the Detroit Zoo, including the popular “Zoo Stars” TV spot and last summer’s gold Effie Award-winning “Worth Keeping” campaign.  Headquartered in Southfield, Mich., with offices throughout North America and in London, Doner is the largest independently owned advertising agency in the world with approximately $2 billion in combined billings. 
 
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 daily 10 a.m. to 5 p.m. April through October (open at 9 a.m. May 1 through Labor Day) – with extended hours until 8 p.m. Wednesdays during July and August – and 10 a.m. to 4 p.m. November through March.  Admission is $11 for adults 15 to 61, $9 for senior citizens 62 and older, and $7 for children ages 2 to 14; children under 2 are free.  For more information, call (248) 541-5717 or visit www.detroitzoo.org.  The Belle Isle Nature Zoo is open daily 10 a.m. to 5 p.m. year-round and provides educational programming with interpretive staff support from the Huron-Clinton Metroparks.  Admission is free.  For more information, call (313) 852-4056. 
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