London Zoo is aiming to attract corporate sponsorship deals, introducing the zoo’s first branded retail outlets, staff uniforms, children’s shows and literature.
It has appointed below-the-line agency Hoatson Carr Partnership (HCP), which has approached a major high street retailer, an electrical manufacturer and two soft drinks companies about possible deals.
As well as brand owners being able to open retail outlets inside the zoo, company logos could also feature on staff uniforms, information packs sent out to schools, zoo literature and the stage within the Animals in Action show auditorium.
As this will be the first time that London Zoo – the UK’s top wildlife attraction – has encouraged internal brand presence, Kirk Hoatson, HCP’s account director, says the terms of any deals made would be highly negotiable.
“It is really an open page as the zoo has never done this before,” he adds.
Hoatson adds that the agency will not talk to tobacco or alcohol companies in its search for sponsors, and that companies which choose to sponsor the zoo’s conservation work will also be able to use its facilities for promotions, meetings and product launches.