TBWA/Edinburgh has won the &£2m advertising account for Edinburgh Zoo after a five-way pitch. The zoo also plans to work with local agency Newhaven Communications, which pitched for the account, on a project basis.
The zoo, which is owned and run by the Royal Zoological Society of Scotland (RZSS), a charitable body, has not had an agency of record for five years. It had been using local agency Tayburn – which did not pitch for the account – to create small outdoor and television campaigns. The RZSS also manages the Highland Wildlife Park, near Aviemore, although TBWA will create work only for the zoo.
Edinburgh Zoo is the second most popular paying visitor attraction in Scotland, attracting over 600,000 visitors annually. Recent arrivals at the zoo include Chumbee and Jannali, the first koalas to go on show in the UK since 1992. RZSS is embarking on a 20-year development plan for the zoo.
RZSS used to be a significant advertiser, but it was forced to slash its budgets after the foot and mouth crisis four years ago affected its income. The zoo ended its relationship with agency Marr Associates as a result of the crisis