The Association of Zoos and Aquariums has secured more than $300,000 in incremental revenue since launching a new marketing platform that highlights how its members help save animals in the wild.

Partners include Alex and Ani, Frito-Lay and Fishflops, a marketer of nautical-themed footwear. The AZA also is putting the final touches on a new partnership with a company in the insurance category.

The SAFE (Savings Animals from Extinction) campaign represents AZA’s first-ever initiative that highlights how its member institutions help save animals in the wild, an issue of growing importance to millennials. The AZA and its members are leveraging their collective power to identify threats, develop action plans, raise new resources and engage the public in animal conservation.

In addition to promoting its members’ conservation efforts via a national campaign, SAFE represents another first: the AZA’s first national sponsorship platform.

While the AZA has created national sponsorship packages in the past—namely around “Boo at the Zoo” Halloween events—the association had to secure individual assets from each member institution, a time-consuming effort that often resulted in an uneven distribution of inventory and high price tags.

“Some zoos had $2,000 programs, while others had $20,000 programs. It was a disjointed program, and the price got too expensive,” said Jeff Dow, AZA director of marketing, member and client services.

The SAFE platform includes assets ranging from tickets for consumer promotions to exposure in member newsletters, social media initiatives and other outreach efforts.

As an example, Frito-Lay is activating the partnership with an on-pack promotion for FL 2 Go variety packs (Cheetos, Doritos, Fritos, etc.) that offers a free children’s ticket to a participating zoo or aquarium.

“The SAFE platform makes it easier to go to a national company like Frito-Lay. The price will not go up or down, and there is a minimum level of recognition. Everyone is joined together in one program rather than hundreds of individual programs,” said Dow.

The platform offers a presence in front of 180 million annual visitors at more than 230 AZA member institutions, he said.

“That’s more visitors than the NFL, NBA, NHL and MLB combined.”