Auckland Zoo celebrates its 90th with a new look

  • Brand
  • December 6, 2012
  • StopPress Team
Auckland Zoo celebrates its 90th with a new look

As the Auckland Zoo gets set to mark its 90th birthday this month, it's received an early birthday present in the form of a rebrand that was launched this week. 

The project, which was a collaborative effort between Auckland Zoo, Regional Facilities Auckland and Auckland agency Rolfe, has led to a refresh of the logo and visual identity for all marketing communications, from Zoo-based executions right through to above-the-line brand communications. And director Jen Rolfe says the results have tested incredibly well in research. 

The objective was to shift Auckland Zoo’s positioning to one of a more modern and relevant customer experience and organisation. This includes a particular emphasis on communicating the uniqueness of Te Wao Nui, its New Zealand native species precinct, to tourism audiences and help build a reputation as a must-do experience. The $16 million New Zealand precinct, which takes up one-fifth of the Zoo, recently won the Supreme Award in Landscaping New Zealand's 2012 Landscapes of Distinction Awards and also won the Zoo Aquarium Association (an Australasian organisation) 2012 Excellence Award.

The rebrand, which also includes a soon-to-be launched website, also needed to prompt stronger recall among locals to help maintain a constant presence and further motivate regular visits. Additionally, it needed to be underpinned by retail layers in order to drive visitation peaks around key events. 

Auckland Zoo marketing and communications manager Ben Hutton says the rebrand took on extra importance given the upcoming anniversary scheduled for 17 December (moderately interesting historical fact: in 1923, the zoo had 36,378 visitors and in the 2011-2012 financial year, visitation was 710,813).

"The zoo has evolved enormously over the past 90 years," he says. "We've become a respected conservation organisation and it was important that the new brand was able to carry the intent of our conservation objectives, as well as reinvigorating our image as a contemporary and family-friendly outdoor experience. It's more than met the mark on both accounts."

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Comms Council announces The Pressie Awards

  • Awards
  • August 23, 2019
  • StopPress Team
Comms Council announces The Pressie Awards

The Commercial Communications Council has announced The Pressie Awards are back for a second year, after launching in 2018 as the PRESCom Awards.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit