Visiting Penguins Win Award For Virginia Aquarium

By Joan Barns

Virginia Beach, VA - The Virginia Aquarium & Marine Science Center changing exhibit Penguins: Birds of Play garnered a 2008 Hampton Roads Public Relations Society of America (PRSA) Pinnacle award in the special events category at the annual Pinnacle Awards Ceremony September 17.

In addition to the six South African penguins that were featured in the exhibit, five members of the advertising agency’s staff, BCF, dressed in penguin costumes and created penguin “sightings” throughout the area. These life-sized penguins were seen eating sushi at the shopping mall, strolling along the oceanfront boardwarlk and selecting fish sticks in the frozen foods aisle of the supermarket. Consumers were encouraged to submit photos and video footage to a specially-created blog site for a drawing. In addition, 10,000 tiny rubber penguins, half with BONGO coupons attached, were “dropped” all over town – in public fountains, at hotel swimming pools, and on bus-stop and park benches. A giant 30 foot inflatable penguin at the front of the Aquarium helped penguin-finders know they’d come to the right place!

The special events resulted in the over 130,000 visitors during the Aquarium’s 2007 non-peak season of February, March and April, the highest attendance for those months since 1999.

Judged by non-local PRSA peers with strict criteria, the Pinnacle Awards are awarded for both strategic programs and individual tactical projects demonstrating the highest standards of excellence.