New Arrivals Campaign - January - June 2013
Between October 2012 and June 2013 we had no major investment or ‘new news’ at Chester Zoo but we welcomed a number of ‘new arrivals’ to our collection.
We saw the birth of a range of key species - rare black rhinos, our first okapi, elephants, a giraffe and others.
An animal being born at Chester Zoo isn’t new but we saw this as a perfect opportunity to connect the public with the animals. We celebrated our breeding programme and showed a range of species whilst driving visitors to the zoo during the spring season. By consolidating our news stories into a coherent and consistent campaign over a number of months we were able to lever much greater awareness and impact.
We told personal stories about each of the species and why they are special to us. We were able to share some of our conservation messages in an accessible way and use the some of the keepers’ stories. We knew that visitors would immediately connect with the cute images but we wanted to get them hooked and to teach them more about the animals they see at Chester Zoo.
Striking the balance between commercial success and building an understanding of our mission and our passion for our animals is a core principle that sits at the heart of the Chester Zoo brand.
The ‘New Arrivals’ campaign enabled us to overcome some of the internal challenges that we face when launching commercially focused campaigns and we were able to deliver against our objectives, despite challenging market conditions and no capital investment during this period.