RZSS wanted to widen the audience visiting Edinburgh Zoo through the launch of the unique and innovative ‘Giant Lanterns of China’ event, in turn making new audiences aware of the Zoo’s wider offering.
The client’s key aim was to reach a series of key audiences for this new event across a variety of online and offline channels, with the ultimate objective of 65,000 event ticket sales for the first year.
We created an integrated campaign encompassing regional TV & outdoor media, augmented by highly targeted paid social and paid search – utilising the full suite of GoogleAds products.
Once we’d established the core audiences, we were able to employ sophisticated targeting methods including user interests, lookalike audiences & retargeting across all digital channels.
We then upweighted the offline activity around key holiday periods to reach both a key local audience and the significant influx of visitors to the capital city over the festive period.