Our key objectives were to drive our target audience to book tickets online and visit the park itself.
We were asked to craft a plan to increase visitors between the peak times of April, July-August and October, and to increase visits from those who lived within a two-hour drive of Highland Wildlife Park.
By choosing to deliver one campaign across the whole year, we were able to be more consistent in message delivery to our target audiences. With the modest budget available, we needed a mix that would help us build a case for ‘always on’ digital, whilst utilising more traditional methods to engage potential visitors in sparsely populated areas around the park.
The resulting multi-channel campaign encompassed paid social, online display, email marketing, local radio and local outdoor – all delivered across three key periods (Easter, summer and autumn) in the run up to, and including, the main school holidays.