The Campbell Group, a Baltimore advertising and public relations firm, said it will begin its first formal campaign today as the agency of record for the Baltimore Zoo.
Ads promoting warthogs - the zoo's newest animals, brothers named Frasier and Niles - will run all summer. The campaign eventually will promote the zoo's new identity as a regional tourist attraction, the agency said yesterday. The zoo announced plans in March for a $60 million renovation plan that is expected to be completed by 2004.
The Baltimore Zoo accepts only pro-bono advertising work, meaning that the Campbell Group will donate its creative services and time, said Bryan Stark, an agency account supervisor.
The Baltimore Zoo account "is a marquee account for which this agency can do really fun creative work," he said.
For decades, the zoo has worked with one of two agencies, W.B. Donor or Eisner Communications. But the Campbell Group began doing projects for the zoo in October, and that developed into the formal relationship last week, Stark said.
Chris Hilferty, the zoo's marketing director, said zoo officials were pleased with the Campbell Group's commitment and talent."It seemed like a good fit, so we decided to go further and make the relationship a long-lasting one," she said.
The agency, started in 1984, has about 50 employees in its Baltimore headquarters and nine in its New York office. It has about $30 million in annual billings.