Driving footfall and awareness for Twycross Zoo
Challenge
To take 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
-
In our first year working together, our coverage reached over 2.6 billion people, from 400 pieces of coverage – 40 of which were on TV – and throughout the work Twycross Zoo reported it was up in sales compared to the same time in 2023.
-
Twycross Zoo appeared on national TV screens throughout the 12 month period including Sky News, Good Morning Britain, ITV News and BBC News.
-
We welcomed hundreds of VIPs to the zoo to mark milestone events such as the reopening of The Gruffalo Discovery Land and Christmas at The Gruffalo Discovery Land.
-
The work Leopard Co does with Twycross Zoo has been recognised by the industry, nominated for the PRmoment ‘Media Relations Campaign’ award in April 2025.