Campaign for Edinburgh Zoo sees sharp rise in online results.

Recently announced results show that the Christmas marketing campaign for Edinburgh Zoo, which was devised and created us here at Front; is one of the attractions most successful.

Recently announced results show that the Christmas marketing campaign for Edinburgh Zoo; is one of the attractions most successful.

The campaign, which launched in the run up to Christmas, aimed to capitalise on the season's high retail spend by driving awareness of RZSS Edinburgh Zoo's key three main retail products: memberships, keeper experiences and animal adoptions.

The Zoo had run similar campaigns for the previous two years but it wanted this one to work harder and deliver better results. The main thinking behind the campaign was “gifts that give more”.

This simple and powerful proposition combined the unique nature of the gifts with the benefit that their purchase gave to the Zoo's conservation work. RZSS Edinburgh Zoo is owned and operated by the Royal Zoological Society of Scotland, a conservation charity which works both in Scotland and in over 20 countries around the world to safeguard species from extinction and connect people to nature.

Front produced a campaign that worked across a number of formats including online and printed materials. It also had to be engaging through Facebook, social media advertising and the Google Display Network.

Core year on year results included a 19% increase in online retail sales, a 32% rise in online adoptions and a 12% spike in online memberships.

Joe Chetcuti, Director at Front, said: “Edinburgh Zoo is a fantastic place so we couldn't be more delighted with these results. 2017 is going to be an exciting time for the Zoo so this is a great springboard for the rest of the year as it continues its hugely important work.”

Whilst Claire Riddoch, Marketing Manager at Edinburgh Zoo, added: “The Front team brought fresh thinking and great insight which really helped us to engage and resonate with our audiences”.

Last Updated: 08/01/2019
Author: Joe Chetcuti

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