As wildlife conservation becomes increasingly more important in protecting the environment, GEICO realized it has the perfect means to help raise awareness, the GEICO Gecko.
GEICO put its famous spokescreature to work by teaming up with the Association of Zoos and Aquariums (AZA) on a joint public awareness project that includes sending a live gecko exhibit to AZA zoos and aquariums around the country and production of advertisements promoting wildlife conservation featuring the Gecko.
"This partnership is a natural fit for both GEICO and AZA," said Ted Ward, GEICO's vice president of marketing. "Not only is the Gecko promoting a good cause, but we can hopefully take advantage of its appeal and reach a big audience."
Rynthia Rost, GEICO vice president of public affairs, added, "We are very excited to be working with the AZA. As the leading accrediting organization for zoos and aquariums, they have instituted rigorous standards for animal care, education, wildlife conservation and science. We are more than happy to lend a hand to such a committed organization."
GEICO will promote wildlife conservation through its support of more than 200 AZA-accredited zoos and aquariums nationwide during a three-year partnership. As part of the collaboration, the AZA invited the Gecko to communicate its preservation efforts via television, radio and newspaper ads.
"Through this great partnership with the Association of Zoos and Aquariums, GEICO is demonstrating a significant commitment to wildlife conservation," said AZA Senior Vice President for Marketing and Corporate Strategies Jill Nicoll. "GEICO now reaches millions of Americans about the important role of AZA-accredited zoos and aquariums in wildlife conservation."
There are four GEICO-AZA television spots currently running. They each feature the Gecko humorously interacting with either an otter, giraffe, jellyfish or gorilla. Broadcaster and naturalist Sir David Attenborough, one of the pioneers of the nature documentary, even makes an appearance in some of the spots. Many participating zoos and aquariums are joining the awareness effort by promoting the advertisements on their Web sites.
A large component of wildlife conservation is providing education about endangered species and how to protect them from extinction. The World Conservation Union (ICUN) indicates there were 16,306 endangered species 2007, and the list is growing every year. Geckos, like GEICO's friendly spokescreature, are currently an endangered species.
Some background information on geckos:
Gecko diversity, and biodiversity in general, depends on "islands." The term "island" includes areas of land surrounded by barriers of trees, mountains, water, ice or deserts. When groups of animals get separated from larger populations new habitat islands are created. The groups can evolve quickly and often create new species. But if the habitat islands are too small, species go extinct.
In conjunction with the AZA partnership, the GEICO Gecko is helping to educate the public about its own endangered species through sponsorship of a "traveling gecko" exhibit. The exhibit features live geckos and provides important education on the background of geckos and their threat of extinction.
The gecko tour will visit six AZA-member locations throughout the country in 2008, and will continue to tour through 2010. The tour kicked off in January this year at the San Diego Zoo. Greg Kalinsky, GEICO's San Diego regional vice president, and Rost hosted the event for several state and local officials, GEICO associates and local residents.
"The exhibit captures the personality of the Gecko and delivers the message of wildlife conservation in a way that catches you and makes you understand what is at stake -- but not in a scary way," said Rost. "When we kicked off the exhibit in San Diego, the five geckos in the planetarium seemed to know they were on stage, hanging from branches, and perched upside down on the light fixtures panels. The children really enjoyed it."
Ted Molter, director of marketing at the San Diego Zoo, added, "Zoo and aquarium guests are in for a great experience as the GEICO Gecko Exhibit makes its way to AZA-accredited facilities across the county. The exhibit does a wonderful job of connecting the popular character to real geckos while helping kids gain a greater appreciation for wildlife."
The exhibit next traveled to the Houston Zoo in April where it had an equally positive impact.
"At the Houston Zoo our mission is to connect people to wildlife and conservation," said Brian Hill, public affairs director of the Houston Zoo. "We're always looking for new and innovative ways to do that. We saw the GEICO Gecko exhibit as an outstanding opportunity to reach Zoo guests of all ages with a strong conservation message that was also fun and entertaining."
Currently at Landry's Downtown Aquarium in Denver, the exhibit will head to Omaha, Neb. this summer. At each zoo and aquarium location over the next three years, GEICO will make a contribution to wildlife conservation.
The Gecko added, "I'm quite honored to support my chums, the Association of Zoos and Aquariums and GEICO, and their commitment to the environment and wildlife conservation. With enough support, saving our Earth could be a piece of cake."
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