Latest Saint Louis Zoo Advertising Campaign Stylized
After Vintage Monster Movies
St. Louis, Missouri, April 16, 2008
The Saint Louis Zoo’s 2008 advertising campaign concept is stylized similarly to vintage monster movies and posters to help create buzz and excitement for “Dinoroarus,” the Zoo’s new life-size dinosaur exhibit opening Friday, April 18, 2008. The campaign was developed by St. Louis based and long-time Saint Louis Zoo advertising agency, Advertising Savants, Inc.
The centerpiece of the campaign is a :30
and two :10 television commercials that feature dramatic
film footage of dinosaurs appearing at some notable St. Louis
landmarks as they fictitiously migrate their way to the Saint
Louis Zoo, their home through Labor Day. “We took a very awe-inspiring approach we think will help market Dinoroarus as a must-see exhibit for St. Louis families and out-of-town visitors. The television spots, in particular, will be hard to miss in that they are so different and interruptive,” said Kevin Reardon, Principal of Advertising Savants, Inc. “It’s hard to miss a life-size dinosaur making its way through the streets of St. Louis.”
The agency, in collaboration with Coolfire
Media, ventured to Dallas, Texas, to shoot footage of the
life-size, animatronic dinosaurs in the warehouse where they
were being built. The images of a “Tyrannosaurus rex”, “Stegosaurus” and others were then superimposed over scenes shot of St. Louis landmarks, including Kiener Plaza, Forest Park and the Zoo. The composite film has a very surrealistic texture, stylized to parody the action and excitement of old Japanese monster movies. “We wanted to showcase the ferocious nature of dinosaurs while keeping them approachable and fun. The campiness of the old Japanese monster movies suits this exhibit and its audience,” said Reardon. The campaign also features outdoor boards, bus transit, Metrolink and bus shelter posters and print ads with striking dinosaur illustrations reminiscent of vintage monster movie posters.
The Dinoroarus exhibit will feature 16 different
life-size and life-like “animatronic” dinosaurs that move, roar and spit. The exhibit will be located in a separate
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wooded area of the River’s Edge (northwest corner of the Zoo grounds) where visitors will walk along a winding pathway to encounter prehistoric creatures at each and every turn. Visitors will also be able to participate in a “dino dig” to unearth Jurassic treasures, take a dinosaur-themed motion-simulator ride and meet “paleontologist” guides who will explain similarities between the extinct dinosaurs and modern-day wildlife. "Even though dinosaurs have been extinct for 65,000,000 years, there is still information we are learning about them," says Dr. Jeffrey Bonner, President and CEO of the Zoo. "What were the dinosaurs' ecosystems, and how were they affected by change? Why did some animals, like the Zoo's tuatara, survive? Is extinction inevitable? We hope that youngsters will get the idea that there are always new scientific ideas to discover," Bonner adds. "We think 'Dinoroarus' will be fun and educational."
Advertising Savants, Inc. is the agency that
developed the beloved “Can You Come Out and Play?” advertising campaign for the Zoo that has been running since 1997. The agency has helped the Zoo increase average annual attendance from 2.5 million to 3 million visitors. The company has received national and international awards for its creative work for the Zoo and others.
News media may view and/or download the campaign for publication via the following link: http://dinoroarus.adsavants.com
.
Advertising Savants, Inc., was founded in 1991 and is based
in St. Louis, Missouri. Since its inception, the agency has
built a roster of clients in consumer products and services,
entertainment, higher education, health care, financial services
and business-to-business categories. Advertising Savants
has received national and international recognition for its
creative work. The company was founded by Kevin Reardon.
For Further Information Contact:
Kevin Reardon
Principal/Acct. Director
Advertising Savants, Inc.
(314) 231-7900
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