Just Taking My Lion for a Walk

In Belgium, a Word-of-Mouth Campaign for a Zoo

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The main selling-point of a zoo is its animals, but most of those animals are kept in cages for a reason. This was the quandary facing Belgian safari park, Beekse Bergen, when it sought new ways to promote its wildlife in the surrounding towns. You can hardly walk down the road with a lion on a leash ... or can you?

Beekse Bergen attached fake manes to two dogs and patrolled them through the town streets on a busy afternoon. Shoppers had to look twice as the miniature lions tottered past, and children were pleased to see the "king of the jungle" wasn't quite as tough as he had been cracked up to be.

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