bristol zoo’s 175th anniversary wow! gorillas campaign

Download Bristol Zoo’s 175th Anniversary Wow! Gorillas campaign

Post on 20-Aug-2015




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  1. 1. South West Regional GroupSeminar: Producing CreativeCampaigns02 March
  2. 2. Lucy King, PR Manager Edd Smith, Corporate DevelopmentManager
  3. 3. Bristol Zoo Gardens175 years old in 201112-acre botanical gardens in CliftonOver 400 different animal speciesFlagship species gorillasApprox 500,000 visitors each year10k annual household members
  4. 4. Over the last 175 years Bristol Zoo Gardens has:brought six generations of Bristolians closer to wildlifehelped save over 175 species from extinction through captivebreedingestablished over 30 field conservation and research programmesaround the worldshowed 40 million school aged children the value of naturegiven more than 90 million visitors a great day out.
  5. 5. BCWEZSThe Society is a registered charity whose aims are to advance: (a) the public understanding and the conservation of wildlifeand the natural environment(b) the scientific study of animals and plantsBristol Zoo Gardens is a conservation and education charity and relies onincome from visitors and supporters to continue its important workBristol Zoo is involved with more than 100 co-ordinated breedingprogrammes for threatened wildlife species.Bristol Zoo supports 15 projects in the UK and abroad that conserve andprotect some of the worlds most endangered species.
  6. 6. 2011 a landmark yearBristol Zoo is 175 years old!Part of the communityCity-wide celebrationsWow! GorillasLife-size, painted fibreglass gorilla sculpturesMini sculptures for schoolsFree trail across Bristol beyondPartners - Wild In Art & Bristol City Council, Wallace &Gromits Grand Appeal
  7. 7. Wow! GorillasAIMS - To change the way people think of the Zoo as a charity, through engaging with peoples hearts and community pride. Celebrate 175 years of Bristol Zoo Drive new/more visitors (3%) Be the leading light and pride of Bristol Be known for our conservation Attract funding Be known for our charitable work Income from the auction
  8. 8. Wow! GorillasAudiences:The wider Bristol public (1.5 hour drive time)Businesses/organisationsSchoolsCreative communityThe media
  9. 9. Wow! GorillasCampaign timeline:Nov 2010 public & corporate launchJanuary 2010 Schools launchNov 2010 - April 2011 sponsorship (tiered)
  10. 10. Wow! GorillasCampaign timeline:Jan-April 2011- Artist RecruitmentSpring 2011 Designs chosenJune Press, sponsors & artists previewJuly 4th Launch Gorilla Flotilla
  11. 11. Wow! GorillasCampaign timeline:Summer 10 week gorilla trail
  12. 12. Wow! GorillasCampaign timeline:Mid-September Gorillas to LondonLate September Goodbye Gorillas at Bristol Zoo
  13. 13. Wow! GorillasCampaign timeline:September 29th - Auction
  14. 14. Wow! GorillasTactics (on & offline)Logos and graphicsPress - Launch, Ongoing, Externally via the sponsors, reactivePhotographySocial MediaWebsiteFacebook competitions (favourite gorilla)Corporate LiaisonTrail MapGuide BookE-News-Schools, Corporate, Generic
  15. 15. Wow! GorillasTactics (continued)Zoo MagazineStreet teams -taking small gorillas to eventsEducation outreach sessionsMobile phone Apps (iphones & android)Plaques and promotional activity on the basesAuction guide bookAuction live blog & webcamSponsorship, artist and education packsMerchandiseRaffle
  16. 16. Wow! GorillasResultsAnalysis against objectives;A significant increase in Zoo visitor numbers month on monthIncreased public and corporate knowledge of the Zoos conservation andcharitable workFunding of 135,000 from sponsorship427,300 raised at the auction.
  17. 17. Wow! GorillasFurther results:62 gorillas sponsored, of which 44% of firms did not have an existingrelationship with Bristol ZooThe project attracted over 300 artist submissions from the creativecommunity of Bristol and beyondOffline marketing activity resulted in 220,000+ people taking part in thetrail75,000 free trail maps picked up and 35,000 downloaded from zoowebsiteOnline marketing activity resulting in 1.7million people seeing the projecton social media and website traffic increasing 86% from 2010
  18. 18. Wow! GorillasFurther results:96% would recommend visiting Wow! Gorillas to a friend (Bristol CityCouncil research)We welcomed nearly 20,000 visitors over five days for the GoodbyeGorillas eventA total print PR value of the Wow! Gorillas project equating to 3.5million. (Much higher for broadcast & online)Post auction - Gorilla Guardians.
  19. 19. Wow! GorillasSchools campaign - results:99 schools and nurseries involvedTheir key motivation = the opportunity to be part of a large scalecommunity project (85% response)Education sessions - 17,000 pupils had direct exposure to the projectand its key conservation messages.76% of school involved the whole school in the gorilla project.96% of participating schools gave the overall experience scores of 4 or 5out of 5.75% of participating schools have since taken positive action to supportgorilla conservation.
  20. 20. Wow! GorillasWow! Gorillas has provided us with an experience that wehope the children will remember for the rest of their lives.Thank you. We felt very proud to be part of it.- Head teacher, Broadway Infant School
  21. 21. Wow! GorillasLessonsProject plan & timelineResources & under-estimationsLate additions/opportunities (e.g mobile phone apps)stronger conservation messages needed in situSponsors not claiming their free Zoo education sessions
  22. 22. Wow! GorillasThe futureBuilding on campaign successA change of focusBuilding on the relationships made in 2011Gorilla GuardiansTransferring 13k Wow! Facebook fans to Bristol Zoo pageSchools visiting Bristol Zoo2012 Whats next..?
  23. 23. To everyone who supported & enjoyed Wow! Gorillas - thank you!