The Toronto Zoo has named Diamond as its creative AOR as it heads into its 50th anniversary year.

The agency is tasked with helping the zoo develop a new brand position and creative platform that incorporates several internal plans to engage guests and inspire them to take action to save wildlife, while also driving attendance, revenue and sponsorship opportunities.

Under its conservation science and master plans – as well as the zoo’s strategic plan, released in 2020 – the organization aims to position itself as a leader in conservation science, while also addressing crises that wildlife, the environment and natural resources are facing. Diamond won the assignment because it “came to us with strategic rigour and a clear vision,” says Jennifer Tracey, senior director of strategic communications and guest experience at the Toronto Zoo.

“They really demonstrated an understanding of our mission and the passion and excitement they have for our brand is evident,” she adds. “We know this is the team to help us deliver on new messaging that will engage, inspire and educate the public on the critical role the Toronto Zoo plays locally and globally and steps they can take to save wildlife and wild places.”

Diamond will begin working with the Toronto Zoo immediately on the opening of a new outdoor orangutan habitat, called “Guardians of the Rainforest,” that is opening this summer. It will also begin working on events and ideas to mark the 50th anniversary of the institution in 2024.

The agency will “help carve out the narrative that will engage Torontonians with our Zoo in a whole new way,” says Lori Davison, Diamond’s chief strategy officer. “This is purpose-based work that you can really get behind.”

The win is the latest for the creative agency, which has been building upon its momentum since winning TheScore Bet last March by adding other new clients such as Accor Hotels North America and Ontario Tourism, as well as expanding its existing remits with clients including Tim Horton’s, TD, and Skip the Dishes. It is also the first major win to be announced since the agency reunited Davison with CCO Peter Ignazi last month.

Image courtesy JasonParis/OpenVerse.