THE CAUSE

Take it from Agency|51. After all the effort put into launching Dana Point’s new brand in Summer 2012, we might’ve needed a vacation. But there was just one problem: it was kind of hard to leave one of the most beautiful places in the world. So it got us thinking about ways to share this breathtaking destination. What resulted was the procurement of the much-anticipated U.S. debut of Elephant Parade® in Dana Point, Southern California, from August 23 – November 17, 2013. 

Sure, it sounds easy. Yet much like the Olympics, the Elephant Parade Committee conducted a highly competitive selection process, which included the choice of any place in the U.S. But Agency|51 made sure their decision was a no-brainer. Now, Dana Point joins the legendary ranks of previous host destinations, including London, Singapore, Milan, and Amsterdam.

So what is the great purpose of Elephant Parade? The open-air art exhibit showcases dozens and dozens of life-size, baby Asian elephant sculptures throughout the city of Dana Point, hand-painted by iconic celebrities, renowned artists, a canine-loving pack leader, an overseas jewelry designer, a talented local 5th grade student, and many more — all to support the plight of the nearly extinct Asian elephant.

The team eagerly accepted the challenge from the Dana Point Tourism Business Improvement District (TBID), comprised of four world-renowned resort properties — The St. Regis Monarch Beach, The Ritz-Carlton, Laguna Niguel, Laguna Cliffs Marriott Resort & Spa, and Doubletree Suites by Hilton Doheny Beach – Dana Point.

THE TACTICS

Preserving the world’s largest land mammal meant that Agency|51 had to think even bigger and bolder, bringing out its wildly creative side for everything and anything from world-renowned sponsorships, A-list celebrity support, vehicle wrapping and mobile marketing, community contests, a customized curriculum for local schools, a life-size elephant design, appearances at city events, and even the name The Elephant Parade: Welcome to America — a playful anthem for a powerful cause. With this impressive foundation, Agency|51 pulled out all the stops to get everyone involved in this global crusade for conservation, long before the event even started.

THE RESULTS

How exactly did it help Asian elephants halfway across the world? The numbers don’t lie. In its opening weekend alone, the Elephant Parade: Welcome to America attracted over 8,000 spectators to the shores of Doheny State Beach. More than 400 visitors participated in the Path to Preservation learned programming activity to raise awareness about the Asian elephant. Press started in May, and by August, website traffic improved over 500% from Q1 to Q2 of 2013. Coverage from the media event garnered an estimated total of 60,554,251 broadcast and online impressions, valued at $6,195,566. Needless to say, every effort continues to exceed expectations.

With Agency|51’s support, the response to The Elephant Parade: Welcome to America has contributed a world of difference and will be remembered for years to come. After all, an elephant never forgets.

 

 

PRESS HIGHLIGHTS: 

Dana Point Times: A Grand Welcoming of the Herd

http://www.danapointtimes.com/2013/08/23/a-grand-welcoming-of-the-herd/

OC Weekly: Elephant Invade Dana Point!

http://blogs.ocweekly.com/navelgazing/2013/08/asian_elephant_st_regis_exhibi.php

Yahoo News! Elephant Parade in Dana Point:

http://finance.yahoo.com/photos/elephant-parade-in-dana-point-slideshow/elephant-parade-in-dana-point-photo-1377203479738.html

Good Morning America: Elephant Parade

 http://gma.yahoo.com/photos/elephant-parade-slideshow/

CBS Los Angeles: Herd Of Elephants To Parade Through Dana Point This Fall

http://losangeles.cbslocal.com/2013/08/23/herd-of-elephants-to-parade-through-dana-point-this-fall/

Orange County Register: Elephant Parade glimpsed in Dana Point

http://www.ocregister.com/articles/elephant-522468-point-dana.html

KTLA 5

'Gayle On The Go' For Sunday, August 25:http://ktla.com/2013/08/25/gayle-on-the-go-for-sunday-august-25/#axzz2d6MHzyDD

ABC 7

http://ctv4.criticalmention.com/playerpage/player?params=Y2xpcElkPTcyMjUyMzgmc2xpbT0xJnBvd2VyZWQ9MSZyZXBvcnQ9dHJ1ZSZoaWRlQ2xpcENvbnRyb2xzPTEmbm9oZWFkZXI9MSZub21lbnU9dHJ1ZSZhdXRvUGxheT0xJnBhcnRuZXJUb2tlbj04YTM2OGI0OTNmODE1ZmEyMDE0MGFjOWQxNWEyMWZkMA

 KTLA 5

'Gayle On The Go' For Sunday, August 25:

http://ktla.com/2013/08/25/gayle-on-the-go-for-sunday-august-25/#axzz2d6MHzyDD

The Daily Buzz

http://www.youtube.com/watch?v=is1lugKh2yc&feature=share&list=UUqNIvk1Kyu68X3BLuS08rUw

 

 

 For more info about this story or to let us help create yours, contact Scott.M@adagency51.com