Edinburgh Zoo Advertising: Back From the Brink

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