What was our brief?
Our key objectives were to drive our target audience to book tickets online and visit the park itself.
We were asked to craft a plan to increase visitors between the peak times of April, July-August and October and to increase visits from those who lived within a two-hour drive of Highland Wildlife Park.
What was our response?
By choosing to deliver one campaign across the whole year, we were able to be more consistent in message delivery to our target audiences. With the modest budget available we needed a mix that would help us build a case for ‘always on’ digital, whilst utilising more traditional methods to engage potential visitors in sparsely populated areas around the park.
The resulting multi-channel campaign encompassed paid social, online display, email marketing, local radio and local outdoor - all delivered across three key periods (Easter, summer and autumn) in the run up to, and including, the main school holidays.
Visitor numbers increased by 12,000 year on year. Numbers were up during non-peak periods too, delivering on a key objective. This 10% increase placed Highland Wildlife Park as a top 10 (by visitor numbers) fastest-growing attraction in Scotland, against competitors with significantly higher marketing budgets.
- YoY increase in website sessions
- Increase in website users
- Increase in page views
- of all website traffic were new visitors
- Increase in visitors YOY
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.J.P Orsi, Digital Marketing Manager
Why Space & Time?
Space & Time’s knowledge of the local media landscape and the nuances of local area marketing came into its own on this brief.
The wealth of quality imagery and assets meant that this campaign could really be brought to life – especially across social formats – and our specialist digital teams relished the opportunity to introduce the HWP experience to potential visitors and help drive new customers to this unique, breathtaking location.
How did we go beyond?
High footfall local outdoor locations were few and far between in the Scottish Highlands, so we worked closely with some of our key OOH contacts to secure locations at key high-footfall travel points and ensure overshow across all campaign bookings. We also introduced new formats in shopping mall ad lifts, with significantly higher dwell times positioned in key family-friendly environments.
In addition to this we worked with our radio specialists to develop a campaign that went beyond straight airtime, introducing presenter reads and a ticket giveaway to bolster our paid activity and generate further awareness and engagement with the HWP brand.
The Highland Wildlife Park
We were asked to craft a plan to increase visitors who lived within a two-hour drive of Highland Wildlife Park. The resulting multi-channel campaign encompassed paid social, online display, OOH, radio and email marketing to deliver over 12,000 additional visitors year-on-year.