SECTOR: TRAVEL & HOSPITALITY
Adobe Gila's opened a new restaurant in Daytona Beach and sought maximum exposure for the restaurant's locations in Orlando and Tampa. In three very competitive tourism markets, something was needed to separate the Adobe Gila's restaurants from the rest of the themed dining and entertainment establishments.
Malkus Communications created the "Save The Gila Campaign" and "Pro Lizard Bowl" events. Partners included Southwest Airlines and Arizona State University, who came on board to help raise awareness and money to protect the Gila, which is losing habitat at an alarming rate. The venom of the Gila has actually been linked to improve memory and may one day be used to prevent and possibly cure Alzheimer's.
Pro Lizard Bowl
The highlight of four lizard race events and in honor of its endangered namesake, the Gila, the Pro Lizard Bowl raised awareness and money to Save The Gila.
Eight all-star lizards, approximately two feet in length, and winners from three lizard race events competed as finalists at the Pro Lizard Bowl at Adobe Gila's, Orlando. Spectators not only were able to cheer for their favorite lizard, they also could donate a dollar to win an all-expense paid trip to Phoenix, AZ, home of the research facility for the Gila at Arizona State University.
Great fun, food and music surrounded the lizard races, which took place on a 20-foot track before hundreds of lizard racing fans. This event was the first national lizard race of its kind.
The public relations effort was a success, generating more than 2.1 million media impressions. Additionally, positive hospitality and community relations were attained with local hoteliers and retailers in each of the cities where the lizard races were held. A positive impression was left with restaurant guests, neighboring retailers and mall management.