Safari Park Launches Massive Elephant Valley Ad Campaign

The Shipyard agency creates global 'This is Huge' campaign to promote new San Diego Zoo Safari Park exhibit.

Mar. 22, 2026 at 11:09pm

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The Shipyard, an Ohio-based advertising agency with offices in San Diego, has launched a global advertising campaign to promote the San Diego Zoo Safari Park's new Elephant Valley exhibit. The integrated campaign, titled 'This is Huge,' will roll out in phases across billboards, TV, streaming, social media, and even a drone show over San Diego Bay.

Why it matters

The Elephant Valley exhibit is the Safari Park's largest expansion since opening in 1972, featuring a 13-acre habitat for a herd of eight African savanna elephants. The ambitious ad campaign aims to capture the sheer scale and majesty of these massive animals and drive visitation to the new attraction.

The details

The Shipyard's campaign will include 15-second and 30-second TV commercials, as well as ads on billboards, bus and Trolley wraps, streaming TV, audio, social media, influencers, and digital displays. The agency says the campaign is 'grounded entirely in reality' with 'real elephants, real environments, and real cinematic production.' Additionally, a drone show over San Diego Bay on March 26 will feature 'bold brand messaging, elephant interaction and water play, as well as engagement with QR code integration.'

  • The teaser ads on social media and outdoor billboards began in early February prior to the March 5 opening of Elephant Valley.
  • The drone show over San Diego Bay is scheduled for Thursday, March 26, the same day as the San Diego Padres 2026 Opening Day.

The players

The Shipyard

An Ohio-based advertising agency with offices in San Diego and Sacramento that was selected by the San Diego Zoo Wildlife Alliance to handle creative services and media buying for the Elephant Valley campaign.

San Diego Zoo Wildlife Alliance

The nonprofit conservation organization that operates the San Diego Zoo and Safari Park and commissioned the Elephant Valley ad campaign.

Denny Sanford

A philanthropist who provided a lead gift to name the 13-acre Elephant Valley exhibit at the Safari Park.

Will Gelner

The chief creative officer of The Shipyard agency.

David Miller

The chief marketing officer of the San Diego Zoo Wildlife Alliance.

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What they’re saying

“Standing beside an elephant changes you. It instantly shifts your perspective and reminds you how incredible the natural world really is. 'This Is Huge' captures that emotional truth and scales it across every touchpoint, so audiences feel the magnitude of Elephant Valley before they ever arrive.”

— Will Gelner, Chief Creative Officer, The Shipyard

“Our Elephant Valley campaign conceived by The Shipyard captures a simple truth: the only way to truly understand the size and majesty of elephants is to experience them in person. When guests see them up close, our message 'This Is Huge' becomes unforgettable.”

— David Miller, Chief Marketing Officer, San Diego Zoo Wildlife Alliance

What’s next

The drone show over San Diego Bay is scheduled for Thursday, March 26, the same day as the San Diego Padres 2026 Opening Day afternoon game against the Detroit Tigers at Petco Park.

The takeaway

The ambitious 'This is Huge' campaign for the new Elephant Valley exhibit at the San Diego Zoo Safari Park showcases the park's commitment to showcasing the scale and majesty of these magnificent animals through a multi-faceted marketing blitz that includes a first-of-its-kind drone show over the San Diego skyline.