Q .Which tools and media would you use to attract visitors to see Gorilla Kingdom?
First I would like to say something about the actual gorilla kingdom that the ZSL London zoo has created to boost the animal diversity that it is having. Gorilla kingdom is a new product offering by the zoo authorities in which not only gorilla but the scenic beauty of the area also in which it has been conceptualised is an eye catching sort of thing. Here follows the description of gorilla kingdom, “The Island that will form the gorillas’ outdoor space is a beautiful green oasis boasting a cave, heated rocks, a hill that provides a perfect gorilla vantage point and a scene-setting waterfall that cascades through the gorillas’ home and the public area. African style plants will give the gorillas extra food to munch on if they want and trees and ropes offer a stimulating climbing environment. The gorillas’ indoor day gym includes ropes to swing on, climbing walls all around and nesting baskets high up for them to snooze in.” Now coming to the important features of Gorilla that the ZSL London Zoo can highlight:-
* It is showcasing an endangered species.
* Gorilla is very intelligent animal.
* They show emotions.
* The Gorilla Kingdom has been created as a place of experience and not only as a place of sightseeing.
* Its natural habitat is endangered.
Following are some advertising activities that the Zoo authorities can undertake to showcase the various features / features mix of the Gorilla kingdom to attract the visitors to visit:- 1. Creating Awareness – To create awareness about the gorilla kingdom the authorities can start with pamphlets and leaflet distribution among the tourists and locals at places where they go for leisure, those leaflets should have information about Gorilla Kingdom and Gorilla. 2. Liking – The Zoo authorities need to create liking about the animal and the gorilla kingdom both, for this hey can use radio. Radio will really help because a radio is something that keeps playing mostly on streets, the authorities can ask radio channel to create a character on the lines of gorilla and use a voice that sounds peculiar to Gorilla.
This will attract the youths and children’s. 3. Preference – There are a lot of parks, malls in London where the people generally go for experience, so the London Zoo authorities should create a image of Gorilla Kingdom and promote it as a new place to experience. For doing this the authorities can go for advertisement in newspapers and on the tickets of buses and metro throughout the London. 4. The authorities can talk to some local souvenir manufacturing units to print the image of Gorilla or the Gorilla kingdom along with a enticing message on it. A good example of it is Coffee Cup advertising. 5. Crowd sourcing – The concept of crowd sourcing has given way to the trend of user-generated advertisements.
User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial. The resulting ads were among the most-watched and most-liked Super Bowl ads. 6. The Zoo authorities can also ask travel and tourism companies to show information on their websites as new things to see in London and marketing as must watch destinations along with printing on their coupon and tickets.
The points that I have given above could be used by the ZSL London Zoo authorities to attract visitors. The various media used in my suggestion were like:
* Radio advertising
* Print advertising
* Mass advertising