We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
With attendances falling and mounting financial and environmental pressure, Edinburgh Zoo was positioned as a first rate visitor attraction. Primary objective was to improve income to enable funding of animal conservation work. Media: posters and bus-sides, later followed by cinema, TV and sponsorship deals. Results: awareness and revenue increased. Attendance up 22.2% over 4 years. Paid members increased to record levels (up 19%). All this was achieved in a stagnant market and on a small marketing budget