A few years ago, the Edmonton Valley Zoo had lost favour with almost everyone – from City Council and regular Edmontonians to animal rights organizations and international media. Their reputation was tarnished, not because the zoo was falling behind with its animal care, but because staff were falling behind with their communication practices. It took a visit from well-known animal rights activist Bob Barker before they recognized the need to get out in front of the issues they faced.
Through an aggressive issues management program, Blackcoffee helped turn the situation around. We then quickly followed up with a fresh new brand that resonated emotionally with Edmontonians, reminding them that their zoo has its unique and special strengths that should be celebrated.