Getting the UK going bananas for Twycross Zoo

Challenge

Twycross Zoo wanted to raise its profile through PR activity that focused on three key areas:

1. Amplifying zoo news with regional and national media

2. Securing a stream of conservation-focused coverage to support the zoo’s wider conservation efforts

3. Raising brand awareness through high-impact TV coverage

These priorities were shaped by two clear objectives: increasing footfall at the zoo and strengthening Twycross Zoo’s reputation on a national scale. The live website case studies also make clear that the campaign needed to support both awareness and visitor numbers, while positioning Twycross Zoo as a destination and a conservation organisation.

Solution

Always-on PR and press office support

Leopard Co developed an always-on PR strategy built around the agency’s experience delivering consumer and leisure PR campaigns.

The team acted as Twycross Zoo’s everyday press office, handling media enquiries, amplifying news from the zoo, identifying reactive opportunities, and creating stories that would engage regional, national and international media.

This meant the campaign could respond quickly to media opportunities while maintaining a consistent pipeline of proactive stories throughout the year.

Creating conversations around conservation

A key part of the work was supporting Twycross Zoo’s wider conservation strategy.

Leopard Co helped make conservation stories more accessible and engaging for the public, without losing their importance for industry experts and stakeholders. This allowed Twycross Zoo to communicate its mission in a way that connected with mainstream media audiences, while continuing to shine a light on its role in protecting endangered species. 

Securing national TV visibility

Broadcast coverage was a major focus because of its ability to raise brand awareness at scale.

Leopard Co nurtured relationships with journalists and provided consultancy on the best ways to land broadcast coverage, helping Twycross Zoo secure high-profile national TV appearances across the campaign period.

Influencer and VIP activity

To support major visitor moments, Leopard Co welcomed hundreds of VIPs, including influencers and journalists, to the zoo.

This included activity around key milestones such as the reopening of The Gruffalo Discovery Land and Christmas at The Gruffalo Discovery Land, helping generate awareness around seasonal and family-focused reasons to visit.