Animal Planet's Expo Brings a Theme Park to the People - Event Marketer

Animal Planet’s Expo Brings a Theme Park to the People

DB_AnimalPlanet_Ex 2008
Brand: ANIMAL PLANET DISCOVERY COMMUNICATIONS
Agency: JAVELIN
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2008

To promote Animal Planet and Discovery Communications brands, the Animal Planet Expo hit the road taking its very own mobile theme park to the people. Stretching for 100,000 square feet, the mobile park offered families and pets activities tied to shows on Animal Planet. The tour traveled on two tractor-trailers, two 24-foot box trucks, a tow vehicle, a 15-passenger van and a branded wrapped video truck, with 11 producers and 45 staffers.

In addition to exotic animals, theme shows and trivia games, the tour included a Connection Zone where local cable/satellite partners offered subscription packages with Discovery Channel options. To give back, Animal Planet had the Pet Den where animals from local shelters could be adopted and receive veterinarian consultations. Animal Planet donated $76,000 to local adoption agencies.

Visitors were treated to “Planet Earth” on high def screens at the HD Theater Dome. They could also make a promise to help the environment at the R.O.A.R. (Reach Out. Act. Respond.) Promise Station, which received 9,431 promises on site. At the Discovery Kids zone, kids could take a photo with their favorite Animal Planet stars via a green screen. The photo was retrievable online.

Delivering quality free family fun has proved successful for Animal Planet. More than 233,675 visitors checked out the Animal Planet Expo, an average of 23,367 per event. Most visitors stayed for more than four hours. The event generated 11,951 cross channel TV spots from its affiliated partners, valued at $2.4 million with a total of 28 million media impressions for Animal Planet and its affiliates. More than 250,000 branded prizes and gifts were distributed to consumers.

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