Winner of Best Marketing Project at the BIAZA awards 2007
Gorilla Kingdom is one of the most ambitious projects ever created by a UK visitor attraction. Opened Easter 2007 by HRH Duke of Edinburgh the exhibit has been supported by an extensive marketing campaign which began back in the summer of 2006.
The marketing campaigns main focus was on a high presence in outdoor media through a 4 sheet poster campaign on the underground. This was heavily supported our continued strong relationship with Magic FM through travel and transport sponsorship, spot adverts and co-promotions. We also advertised on Heart FM and Capital FM for the first time. Our key aim was to ensure frequency of the message.
These activities were backed by a strong internet presence through Google adwords, an interactive downloadable game, an extensive travel trade strategy, guerrilla marketing activity, lamppost banner advertising and through tourism press.
The Marketing Department made a commitment to ZSL directors to increase visitor income in 2007 and as a result were awarded an increase in our budget for the year. This allowed us to undertake a number of new initiatives and to reach further audiences than in past years.
ZSL London Zoo is currently experiencing its best visitor figures for a number of years with over 1 million by the end of the year. It has achieved the best Easter since 1989, the most successful June since 1982 and the most successful July since 1992.
We are also scoring excellent key performance indicators (KPI’s) and achieving enjoyment levels higher than in previous years.
Click the link below to read the ZSL London Zoo ‘Gorilla Kingdom’ opening case study in full.
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