Driving Footfall and Awareness for Twycross Zoo
Challenge
To take a household brand name, Twycross Zoo’s PR activity to the next level by focusing on three key areas:
- Amplifying zoo news with regional and national media
- Securing a stream of conservation-focused coverage to support the zoo’s wider conservation efforts
- Raising brand awareness through lots of TV coverage
We recognised that these key focus areas were influenced by two main priorities: to increase footfall at the zoo and raise its reputation on a national scale.
Solution
We tapped into our wealth of experience delivering award-winning consumer and leisure PR, developing our “always on” PR strategy, which would meet the requirements of this brief by focusing on:
- Twycross Zoo’s press office - Acting as the everyday press office for Twycross Zoo, handling media enquiries, amplifying news from the zoo, jumping on reactive opportunities, and creating stories to engage media regionally, nationally and internationally.
- Creating conversations about conservation - Supporting Twycross Zoo’s wider conservation strategy by making room for conversations about conservation, making it palatable and accessible for the public and industry experts.
- Twycross Zoo on TV - Nurturing relationships with journalists and providing consultancy on the best ways to land broadcast coverage - one of the best ways to raise brand awareness on a large scale.
Impact
Within six months, we achieved the below results:
- Landed over 30 pieces of TV coverage, including Sky News, Good Morning Britain, ITV News and BBC News
- Welcomed approximately 200 VIPs, including influencers and journalists, to mark the reopening relaunch of Twycross Zoo’s Gruffalo Discovery Land with a media event
- Secured over 175 pieces of coverage in national, regional, consumer, radio and international publications
- Organised 57 influencer visits with a total reach of 1,084,600.
- Collectively, our coverage over the last six months has reached over 1.5 billion people.