Baby elephant walks into the hearts of Houstonians with birthday card contest
Kimberly Lange, Production team leader, Schipul
January 14 2008
The Houston Zoo did a terrific job of using direct marketing techniques to build excitement for the first birthday of its baby elephant, Mac, born October 6, 2006. What really caught my eye was a series of e-mails that began a couple months in advance of Mac's first birthday.
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