The Gardens at Chester Zoo
Promoting the gardens as well as the animals!
Chester Zoo has been heavily involved in promoting our gardens to the public during Cheshire’s 2008 Year of Gardens campaign. Our strategic objectives were to:
1. Increase visitor numbers to the Zoo in 2008
2. Increase awareness of the gardens at Chester Zoo
A whole new brand, “The Gardens at Chester Zoo” was created to appeal to garden lovers and a suite of marketing literature and advertising were created to promote the gardens.
A wide variety of marketing techniques were employed to drive visitors to the Zoo, including direct mail campaigns to gardeners, free poppy seeds, a gardens’ guide and reciprocal deals with other garden attractions.
Special events were also organized to promote the gardens including the highly successful Orchid Festival, out-of-hours events such as Lazy Summer evenings and Midsummer Cycle. Chester Zoo also attended a number of local events outside the Zoo including the One Earth Festival and RHS Flower Show at Tatton to continue raising awareness of our gardens.
The marketing campaign has been designed to run for the whole of 2008 but results to date have been impressive. Current visitor figures are more than 37,000 over target for the year. Events such as the Orchid Festival attracted a 27% increase in visitors compared to 2007. PR has accounted for more than £25,000 for the first half of 2008, with many more releases planned for 2008.
Chester Zoo - North of England Zoological Society
WINNER of BIAZA Award 2008 for Best marketing project - Amanda Alabaster Award