Taronga Zoo: Ensuring Wildlife Thrive, Not Just Survive

Hristos Varouhas

This case study describes how Taronga, a zoo in Australia, improved its brand image by better communicating the zoo's activities.

Taronga Zoo: Ensuring Wildlife Thrive, Not Just Survive

Agency: Whybin\TBWA Sydney

Advertiser: Taronga Conservation Society

Author: Hristos Varouhas

Total Campaign Expenditure: Under $500K

Executive Summary

This case study illustrates the power of rediscovering and then socialising Taronga's unique reason for being – that is, to 'help wildlife thrive, not just survive'. It was this strategic insight that inspired the pledge 'We The Undersigned Are For The Wild'.

This participative idea immediately began changing infrequent visitors' preconceptions of why Taronga Zoo exists. From Taronga being a place they feel guilty to visit because, mistakenly, they think 'animals...

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