ZSL London Zoo
About
London Zoo is the world’s oldest scientific zoo and is one of the largest collections of animals in the United Kingdom with 673 species of animals and 19,289 individuals. It was opened in London on 27 April 1828, its original purpose was as a collection for scientific research. In 1831 or 1832, the animals of the Tower of London menagerie were transferred to the zoo’s collection. It was opened to the public in 1847. The zoo is sometimes called Regent’s Zoo.
It is managed under the aegis of the Zoological Society of London (established in 1826), and is situated at the northern edge of Regent’s Park.
Problem
To counteract the disruption caused by the pandemic, visitor and membership numbers need to be boosted. With the lack of confidence in using public transport, after the relaxation of the first lockdown, and the long summer month ahead, reaching out to the local community with a message that London Zoo is safe is crucial, as zoo receives no state funding and relies on ‘Fellows’ and ‘Friends’ memberships, entrance fees and sponsorship
to generate income.
Plan of Action
Distribution - Hyperlocal Door to Door, our specialist team visiting over 78,000 households in the NW1, NW3, NW5, and NW6 areas of central London. Daily reporting was provided back to the client, and all distribution completed within a 3 week period, averaging over 4,400 households a day.
Promoted via social media content across the following sites:
Key Outcome
Reaching out to the very local community, people are now venturing out to local attractions that in normal times would had been dismissed. The change in the habits of consumers has been seen, Pear Marketing has been quick to pick up on this and communicate this to our attraction clients. The uptake in bookings and membership has been fantastic. Our distribution team has also had a very good response with local support for your brand out on the streets. Do reach out to your local community during these unprecedented times.