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`Secret Lives of Seahorses' Campaign Wins International Marketing Award
The Monterey Bay Aquarium’s whimsical marketing campaign for the opening of its “Secret Lives of Seahorses” special exhibition was honored as the year’s best integrated marketing campaign by the International Association of Amusement Parks and Attractions (IAAPA).
The Brass Ring Award, announced November 17 in Orlando, Florida, is an international competition open to 4,000-plus IAAPA members from more than 90 countries, including most major amusement parks and attractions in the United States.
The aquarium’s winning campaign, launched in 2009, chronicled the life of a lovelorn male seahorse named Herbie Hippocampus. On websites, in BART stations and on taxicabs, through magazine ads and billboards, it told the story of the lonely bachelor’s quest for love and the complications that come with it – like male pregnancy.
Herbie’s story gained him nearly 2,000 Facebook friends and helped make “Secret Lives of Seahorses”, www.montereybayaquarium.org/efc/seahorse.aspx, the most popular special exhibition in the aquarium’s history.
The campaign was created in collaboration with Engine Company 1, the aquarium’s San Francisco-based advertising agency, www.enginecompanyone.com.
“Secret Lives of Seahorses” continues at the aquarium through Labor Day 2012, and is included with regular admission. To learn more, visit www.montereybayaquarium.org.
The mission of the nonprofit Monterey Bay Aquarium is to inspire conservation of the oceans.
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