Case History Database

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 in zoos are like prisoners that long for freedom’ to, Taronga is doing everything it can through breeding and educational programs to create a shared future for wildlife and people. With just $250,000 in media and production, Taronga’s pledge drove an 11.2% turnaround in visitation (26% above forecast) and delivered $1.28 million in earned media. This generated $2.547 million in incremental profit which Taronga invested directly into conservation efforts For The Wild. That represents an ROI of 10.2 : 1 (or 1, 020%) for every media dollar spent.

	Author		Hristos Varouhas
	Executive National Head of Planning		Hristos Varouhas
	Executive Creative Director		Matty Burton
	Executive Creative Director		Dave Bowman
	National Digital Creative Director		Russ Tucker
	General Manager Marketing		Paul Davies		Taronga Zoo
	Advertising & Promotions Manager		Jenny Galati		Taronga Zoo
	Manager, Marketing and Tourism		Libby Hodgson		Taronga Zoo