Panda Cups Direct Mail
For the first time since 1988, the Toronto Zoo is hosting China’s most magnificent natural treasure, the panda bear. To promote the opening of the Giant Panda Exhibit, we sent a clever package to leading multicultural media outlets, inviting them to raise a glass, or more appropriately a teacup, in celebration of this special event. We knew we captured their attention when many of the media influencers shared our panda cups creative piece with their social communities and talked about the arrival of the giant pandas. At +25%, multicultural media coverage greatly exceeded expectations and surpassed objectives.