Following our hearts to Twycross Zoo

The Brief

As part of our creative strategy for Twycross Zoo we were tasked with creating a memorable and emotive campaign to raise awareness of the Zoo, supporting their conservation message and driving footfall to their exciting new attraction, Chimpanzee Eden.

Our Response

As an award-winning conservation charity supporting conservation and welfare projects from around the world, it was important that the ethos behind Twycross Zoo’s brand values stood out. Equally important was to link their ‘heart’ theme through all creative communication to ensure consistency of messaging.

We developed the ‘Follow your Heart’ campaign creating eye-catching and fun animal visuals that tied into the heart theme and would connect with their family audience. These animals became part of the core campaign for the zoo, as did a new brand strapline ‘In the Heart of Conservation’ which ensured that welfare and conservation became part of the audience facing communications as a key message.

To support the opening of Chimpanzee Eden we created a TV campaign that was designed to trigger happy memories and remind parents how wonderful a trip to the zoo is, and how magical it can be in a child’s experience. The simple concept of a little girl’s journey with her Dad to Chimpanzee Eden brought to life the moment she locked eyes with the animal, inspiring audiences across the Midlands to follow their hearts to Twycross Zoo for a wonderful day out.

The Results

The final designs brought a fresh and eye-catching look to Twycross’s core communications and resulted in a TV advertisement that not only resonated with consumers but achieved real stand out from the competition.

The creative for the core campaign was rolled out across print, digital display, banners and signage at the zoo as well as running a high-profile bus advertising campaign targeted at key cities across the Midlands. Commercial radio, promotions and paid social were all part of the mix to increase footfall and drive visitors to the Zoo.

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