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M&C Saatchi tap into 'Tiger Power' at the San Diego Zoo

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Earlier this week M&C Saatchi LA launched a new campaign for the new 'Tiger Trail' exhibit at the San Diego Zoo Safari Park. Whilst the campaign is primarily focused around TV, the integrated campaign will also feature three pieces of tiger-themed artwork, which have been created especially for the campaign, and will be used as teaser images to promote the exhibit via print, digital, outdoor and transit. The trail will be open to the public from the 24th of May, Memorial Day weekend, and will be primarily targeting the southern California region, using the #likeatiger hashtag to spread the word through social media.

The trail will be open to the public from the 24th of May, Memorial Day weekend

Three humorous TV spots will run, each of which feature children experiencing the Tiger Trail for themselves, coming face-to-face with a real Sumatran Tiger, allowing them to tap into their own latent “Tiger Power.” In 'Monster Truck', a teenage girl decides to purchase a gigantic truck after her close encounter at the trail, whilst 'Guitar Star', centres on a boy who was so inspired by the experience that it leaves him able to play his electric guitar without the use of an amplifier! Finally, 'Fireman' sees a teenager harnessing his 'tiger power' to save a fireman from a tree. All three spots also encourage viewers to download the park's new app.

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James Bray, creative director at M&C Saatchi LA, believes that tigers “Have an almost mythological connotation for their power and mystique,” and the ads show kids “Tapping into that to develop their confidence, their very own tiger power.” Ted Molter, chief marketing officer for San Diego Zoo, says the campaign “Playfully asks guests to identify with the confidence and power of tigers in the hopes that it will build a greater appreciation for one of nature's top predators.” He feels that the campaign perfectly captures the energy of the new exhibit, which will allow the zoo's guests to “Have a thrilling and awe-inspiring personal encounter with majestic Sumatran Tigers,” whilst at the same time educating them regarding the very real threats to this critically endangered species.

“The campaign asks guests to identify with the confidence and power of tigers in the hopes that it will build a greater appreciation for them.” Ted Molter

Tigers face many challenges in the wild, from loss of habitat to conflicts with humans, but poaching continues to be the biggest single threat. Tigers are killed by poachers, who then sell their body parts on the black market, mainly for fur and unproven 'remedies'. By encouraging people to visit the Tiger Trail, the campaign will not only help generate revenue for the zoo, and it's mission to end extinction, but will also play a part in the education of how guests can help protect wild tigers in their day-to-day lives.

Official San Diego Zoo Website

Official M&C Saatchi LA Website

Benjamin Hiorns is a freelance writer and musician from the UK, who is planning a trip to California next year and has been inspired to visit the tiger trail to unlock his own 'tiger power'.

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