Multi-Million pound Islands Project launch for Chester Zoo
As a development with an investment of £40m, the Chester Zoo Islands campaign, running May to November, needed to be innovative and exciting, just like the project itself. With multiple objectives including creating national impact, delivering brand innovation and building anticipation for the opening of Islands, the campaign needed to take an integrated approach. As a brand with such rich content assets, the core element of this campaign was utilising that in the most creative way possible.
The core regions were still hugely important to this campaign so we developed local awareness and stand-out through disruptive, impactful display space within regional titles as well as a partnership with Key 103 This included a regional recruitment process to find ‘intrepid explorers’ who would be some of the first people to see Islands. A national partnership with the Guardian delivered awareness on a national scale, showcasing the variety and depth of Chester Zoo content via an online hub and advertorials. Multi-channel TV ensured that not only were we reaching the local conurbations, but that we were also creating anticipation for Islands on a national scale. The campaign delivered innovation through digital outdoor formats and 3D art vinyls placed in key conurbations such as Manchester, Liverpool and Chester.
Underpinning the whole campaign was an always on digital strategy which built both awareness and engagement through VOD and online display, as well as hyperlocal PPC activity to target the volume that the large volume of offline activity was driving. This targeted online activity was also supported by native content run through TAN media, which delivered impressive engagement rates and allowed us to target the different Chester Zoo audiences with the content most relevant to them.