“Vitamin Z” takes the prize for world’s best integrated marketing campaign

ROYAL OAK, Mich. – The Detroit Zoological Society’s “Vitamin Z” campaign has won the 2012 Brass Ring Award for Marketing Excellence. The campaign received the award for best integrated marketing from the International Association of Amusement Parks and Attractions (IAAPA). The award was presented Nov. 14 at the IAAPA Attractions Expo in Orlando, Fla.

“It’s a great thrill to have the Vitamin Z campaign recognized as the best marketing program in the world,” said Detroit Zoological Society Executive Director Ron Kagan. “Theme parks, museums, zoos, aquariums and other attractions worldwide compete for this coveted award.”

Created by Detroit-based Doner, the winning campaign captures real, non-scripted moments of awe and excitement as children experience all that the Detroit Zoo has to offer. Themed around the iconic nutrition label, the integrated marketing campaign includes TV, radio, outdoor, print, digital, social and mobile elements. All branded elements include the tagline “Vitamin Z. Part of a complete childhood”.

“The Vitamin Z campaign celebrates the emotional connection children feel when they visit the Detroit Zoo; we simply let them express it in their own words,” said Rob Strasberg, co-CEO, chief creative officer, Doner. “We couldn’t be prouder that the integrated campaign has resonated with families in the community and the attractions industry worldwide.”

Last year, the campaign’s “How do you get your Vitamin Z?” television commercial won IAAPA’s Brass Ring Award for Marketing Excellence in the zoos and aquariums category.

To view 2012 award-winning “Vitamin Z” campaign creative, click here.

The Detroit Zoological Society is a nonprofit organization that operates the Detroit Zoo and Belle Isle Nature Zoo. Situated on 125 acres of naturalistic habitats, the Detroit Zoo is located at the intersection of 10 Mile Road and Woodward Avenue, just off I-696, in Royal Oak, Mich. The Detroit Zoo is open 362 days a year, 10 a.m. to 4 p.m. November through March (closed Thanksgiving, Christmas and New Year’s Day), 9 a.m. to 5 p.m. April through Labor Day and 10 a.m. to 5 p.m. the day after Labor Day through October. Admission is $14 for adults 15 to 61, $12 for senior citizens 62 and older, and $9 for children 2 to 14 (children under 2 are free). The Belle Isle Nature Zoo is open Wednesday through Sunday 10 a.m. to 4 p.m. November through March (closed Thanksgiving, Christmas and New Year’s Day) and 10 a.m. to 5 p.m. April through October; closed Mondays and Tuesdays. Admission is free.

For more information, call (248) 541-5717 or visit


Also On The Michigan Chronicle:
comments – Add Yours