Making visitors feel special at Woburn
Special Experiences at Woburn Safari Park had grown in popularity significantly following their introduction in 2002.
These comprised VIP Tour with a Ranger and Keeper for a Day. However the guests were looked after by the animal department which impacted upon their daily routine and also meant that bookings sometimes could not be taken because the staff were too busy.
The quality of the experience would also vary depending on who was on a particular section on a given day. The market research was so positive from those who took part that a business case was worked up for a full time post to cover this area of ‘hosting’ special visits, latterly supported by two seasonal posts for the busy summer period. Marketing was asked to re-launch and promote ‘Special Visits’ in 2007 to build the business.
New products were developed following research on site and with previous guests of the VIP tour experiences. These were re-launched with a major development on the website including on line booking, new literature, new promotional signage on site and a high profile PR campaign.
A high profile target was put in place too – to increase sales year on year by a staggering 40%. Currently bookings are very strong, have well overtaken last year’s total of £73,000 and are 38% against target with 5 months still to go.
Woburn Safari Park
COMMENDATION received in BIAZA Awards 2007 for Best marketing project - Amanda Alabaster Award