Dublin Zoo ‘disappointed’ aspromo controversy drags on
Dublin Zoo says it has been ‘disappointed’ by online backlash to a Mother’s Day promotional campaign which saw it use a drag artist to advertise a special offer.
Last week, the zoo launched its Mams Go Free offer to help families celebrate mothers around the country.
The deal was for a complimentary adult ticket when a full-paying adult or child ticket was purchased online for Sunday (Mother’s Day).
Dublin Zoo. Pic: Derick P. Hudson/Shutterstock
The zoo used Instagram personality James Patrice, who dressed up like as his ‘Malahide Mammy’ character, to promote the event.
This sparked outcry from many on social media who queried why the zoo could not find a woman to front the campaign. Independent Ireland TD Ken O’Flynn took issue with the campaign.
He said: ‘Mother’s Day is about recognising mothers. The women who carried children, raised families, and made sacrifices for them throughout their lives. Many families contacted me because they felt the promotion missed that point. I reflected those concerns.
James Patrice. Pic: James Patrice/Instagram
‘Instead of engaging with the substance of that argument, the coverage chooses to reinterpret the comments and build a controversy around something that was never said.’
The Cork North-Central TD added: ‘Mother’s Day should honour mothers. That is the purpose of the day, and that is the point I made.’
In a statement, a spokesman for the zoo commented: ‘Dublin Zoo recently launched its All Things Irish Takeover campaign, celebrating Irish culture across St Patrick’s Day weekend and Mother’s Day.
Ken O’Flynn. Pic: Stephen Collins/Collins Photos
‘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. As part of the campaign content, James appears in character as “Malahide Woman”, a long-established comedic persona rooted in humour and fun.’
The statement continued: ‘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.’
The zoo also said that ‘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’.
It added: ‘We look forward to celebrating Irish culture and welcoming everyone, including mams, to the zoo over the coming days.’
