Dublin Zoo has voiced its disappointment regarding portions of the online conversation sparked by its promotional campaign for the forthcoming All-Things-Irish Takeover next week.
The zoo introduced its ‘mams go free’ initiative on Thursday as a special gesture for Mother’s Day, enabling families across Ireland to treat mothers to a complimentary adult ticket when purchasing a full-price adult or child ticket online this coming Sunday, reports The Mirror.
The Mother’s Day promotion is one feature of the broader All-Things-Irish Takeover event, set to take place from March 14 to 17, during which Dublin Zoo will transform into a colourful showcase of “Irish warmth, humour, community and heritage”, reports The Mirror.
For the campaign launch, Dublin Zoo enlisted well-known Irish social media figure and TV host James Patrice to serve as ambassador. He portrayed his famous Malahide Mammy character, described by the zoo as being based on “humour and fun”.
Although the majority of reactions to the campaign have been supportive, it has drawn criticism on social platforms from various politicians and members of the public, reports The Mirror. Among the detractors were Independent Ireland TD Ken O’Flynn and Senator Sharon Keogan, who expressed disapproval over the deployment of the ‘Malahide Mammy’ persona in the cheerful promotion, reports The Mirror.
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Dublin Zoo has indicated it is “disappointed” by elements of the social media feedback that emerged after the campaign rollout, clarifying that James Patrice was appointed ambassador for the entire takeover initiative, of which the Mother’s Day offer is merely a single component, reports The Mirror.
The organisation explained that the choice of the social media personality stemmed from his “strong connection with Irish audiences and his well-known, light-hearted celebration of Irish culture”, while stressing that the character in question is a “long-established comedic persona rooted in humour and fun”, reports The Mirror.
A spokesperson for Dublin Zoo told the Irish Mirror: “Dublin Zoo recently launched its ‘All Things Irish Takeover’ campaign, celebrating Irish culture across St Patrick’s Day weekend and Mother’s Day.
“James Patrice was appointed as ambassador for the overall Takeover campaign, reflecting his strong connection with Irish audiences and his well-known, light-hearted celebration of Irish culture, reports The Mirror.
“As part of the campaign content, James appears in character as ‘Malahide Woman’, a long-established comedic persona rooted in humour and fun.
“Mother’s Day forms one element of the wider Takeover, including our annual ‘Mams Go Free’ offer and themed activities taking place across the period. The ambassador role relates to the full Irish-themed campaign, not to any single promotional day, reports The Mirror.
“While we are disappointed that some commentary on social media has taken elements of the campaign out of context, Dublin Zoo remains proud to be a place that welcomes people from all backgrounds and communities every day. We look forward to celebrating Irish culture and welcoming everyone, including mams, to the Zoo over the coming days,” reports The Mirror.
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