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The “Safaris Departing Daily” print and digital display will run across Southern California. A digital video “teaser” will run as pre-roll, encouraging viewers to see the rest of the story in a YouTube play list. Radio and OOH will run in the Greater Los Angeles and San Diego markets, and social media will consist of Facebook, Twitter and YouTube activity.
“The San Diego Zoo Safari Park offers a truly authentic safari experience for our visitors that balances wholesome family adventure with our mission to lead the fight against extinction,” said Ted Molter, Chief Marketing Officer, San Diego Zoo Global. “The “Safaris Departing Daily” campaign shows just how close a unique safari experience is for the people of California, and it perfectly showcases the excitement and variety that can be found here.”
Recruiting strangers to drop everything and embark on a safari wasn’t easy – with one consumer even asking, “Can I see some form of identification, please, sir?”
Bringing species back from the brink of extinction is the goal of San Diego Zoo Global. As a leader in conservation, the work of San Diego Zoo Global includes onsite wildlife conservation efforts (representing both plants and animals) at the San Diego Zoo, the San Diego Zoo Safari Park, and San Diego Zoo Institute for Conservation Research as well as international field programs on six continents. The work of these entities is made accessible to children through the San Diego Zoo Kids network reaching out through the Internet and in children’s hospitals nationwide. The work of San Diego Zoo Global is made possible by the San Diego Zoo Global Wildlife Conservancy and is supported in part by The Foundation of San Diego Zoo.
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