THQ has prepared a huge long-term marketing push to support the launch of its newest IP, World of Zoo – including a sponsorship deal of popular documentary TV channel Animal Planet.

The Wii, PC and DS game is due on November 6th, and allows players to create and manage their own zoo. It features educational facts from National Geographic.

“World of Zoo is from the studio behind the seven-million-selling Zoo Tycoon series so we know we have a great developer that really understands the market,” said head of marketing for UK and Europe Jon Rooke.

The marketing campaign kicked off ten weeks before launch on September 1st with the release of the Animal Creator. This downloadable sample of the PC game allows consumers to create and share animals that can be used in the full version of World Of Zoo.

That is accompanied by a three-month sponsorship of TV channel Animal Planet, which will run seven days a week from 6am to 6pm. Ads have also been secured through online media and print media partnerships with the likes of National Geographic Kids. A big sampling campaign is also planned across UK zoos.

Print and online advertising will continue throughout October and November, complementing a kids’ TV campaign that will kick off during October half-term.
“With a robust four-month campaign, we are extremely confident the game will be top of all animals lovers’ lists this Christmas,” added Rooke.