Animal Experiences from Paradise Wildlife Park
Selling Animal Experiences
Paradise Wildlife Park is proud to have established itself as the leading zoo in Europe for exotic animal experiences.
Paradise decided as part of its strategy to sell more experiences and raise general awareness to develop a relationship with Ideal Shopping Direct Plc. Ideal World is a leading digital retailer selling via various television channels and the Internet.
Paradise did have a small presence on Ideal World in 2004 but the initiative undertaken in late 2009 ensured sufficient volume of experience packages for a run of shows from September to November. This has continued into 2010 with bimonthly shows usually targeted around special events, for example Valentines Day, Mothers and Fathers Day. Paradise Wildlife Park was able to negotiate preferential terms.
There are usually upfront costs to be incurred or a cost of broadcast. Paradise not only got these waivered but was able to agree reduced percentages against sales made through Ideal World.
The television company took the view that Paradise was able to provide a level of entertainment as well as actual sales by taking animals into the studio and presenting information about the conservation and education work of zoos in the UK.
Paradise Wildlife Park
COMMENDATION received in BIAZA Awards 2010 for Best marketing project - Amanda Alabaster Award