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Supporting Conservation - Generating Ticket Sales for Edinburgh Zoo
What was our brief?
RZSS wanted to widen the audience visiting Edinburgh Zoo through the launch of the unique and innovative ‘Giant Lanterns of China’ event, in turn making new audiences aware of the Zoo’s wider offering.
The client’s key aim was to reach a series of key audiences for this new event - across a variety of online and offline channels - with the ultimate objective of 65,000 event ticket sales for the first year.
What was our response?
We created an integrated campaign encompassing regional TV & outdoor media, augmented by highly targeted paid social and paid search – utilising the full suite of Google Ads products.
Once we’d established the core audiences, we were able to employ sophisticated targeting methods including user interests, lookalike audiences & retargeting across all digital channels.
We then upweighted the offline activity around key holiday periods to reach both a key local audience and the significant influx of visitors to the capital city over the festive period.
- 80,000+ Tickets sold
- 1/3 of all awareness sources cited as Event social media
- 123% of sales target achieved
- 100% of key paid social metrics (CPM, CPC and CTR) outperformed industry benchmarks
Space & Time are a friendly, reliable & creative agency. We have never known them to miss a deadline & they always come up with a strategy to match our budget. We would have no hesitation about recommending Space & Time to other organisations.
Why Space & Time?
Space & Time had already delivered a variety of successful campaigns built through successful partnerships with visitor attraction clients including Chatsworth House, The British Army Museum and Highland Wildlife Park.
This new event at Edinburgh Zoo was taking place right on the doorstep of one of our key regional office locations – playing to our local knowledge, our inherent strengths in local area marketing and the blending of traditional and digital channels.
We’d previously proven our mettle in terms of delivering effective campaigns on modest budgets and this unique event ‘first’ in Scotland’s capital offered the opportunity to attract and delight target audiences across a range of targeted media.
How did we go beyond?
This was one of the first opportunities to properly bring our fledgling Insights team to bear on a brief – to establish key target audiences, their media consumption habits and the most effective ways to reach them across the campaign life cycle.
Our supplier relationships came into their own throughout the course of the campaign – where we were required to ‘amplify’ ongoing campaign activity during a traditionally very ‘noisy’ time in Edinburgh’s annual events calendar, driving ticket sales in the final weeks of the event through a series of deftly-negotiated last-minute opportunities (across print, leaflet distribution, linear TV and VOD) which ultimately helped push final ticket sales beyond the target figure.