Visitor increase of 20%, advertising campaigns that captured the attention and imagination of Bristolians and helping an iconic Bristol attraction grow from strength to strength by engaging the public, schools and communities.
375’s approach was to cut though the noise and to tell the stories that matter; highlighting the great work that Bristol Zoo does, not only in the city but also in conservation throughout the world. By instilling a sense of pride in Bristolians and highlighting the amazing wildlife on their doorstep, 375 were able to develop a brand and communication platform that reawakened a sense of discovery in the community.
Instead of just trying to figure out what the target audience (British school children) would want to see and engage with, we instead decided to ask them directly. Their animated comments on what amazed them about animals and zoos not only directly influenced our campaigns, but inspired us to take the brand communication further into communities.
Our campaigns put animals into the heart of the city. Not just through adverts but also through education programmes that were developed between 375, local schools and the Zoo to sit behind the campaigns and become a part of them. The relationship between the schools and the Zoo also helped to raise awareness of the Zoo’s conservation work and their programme dedicated to reintroducing animals back into the wild.