"Vitamin Z" takes the prize for best integrated marketing campaign
ROYAL OAK, Mich., Sept. 16, 2013 – The Detroit Zoological Society's "Vitamin Z" campaign has received the 2013 Association of Zoos & Aquariums (AZA) Marketing Excellence Award. The award for best integrated marketing campaign was presented Sept. 11 at the AZA Annual Conference in Kansas City, Mo.

The AZA Marketing Excellence Award highlights and celebrates winning marketing campaigns that successfully drive attendance, revenue, memberships and awareness.

"It's a real honor to have the Vitamin Z campaign recognized as the most creative and successful integrated marketing campaign in the zoo and aquarium world," said Detroit Zoological Society Executive Director Ron Kagan. "The campaign emphasizes that children get much more than just enjoyment at the Detroit Zoo – they have experiences that enrich their lives, contribute to their overall well-being and make memories that last a lifetime."

Created by Detroit-based Doner, the winning campaign – called "Real Moments of Vitamin Z" – captures non-scripted moments of awe and excitement as children experience all that the Detroit Zoo has to offer.
"The Vitamin Z campaign celebrates the emotional connection children feel when they visit the Detroit Zoo; we simply let them express it in their own words," said Rob Strasberg, co-CEO, chief creative officer, Doner. "We're thrilled that the campaign has resonated with families in the community as well as in the zoo and aquarium association nationwide."
Themed around the iconic nutrition label, the integrated marketing campaign includes TV, radio, outdoor, print, digital, social and mobile elements. All branded elements include the tagline "Vitamin Z. Part of a complete childhood".
To view award-winning "Vitamin Z" campaign creative, click here.