Zoos, as a brand, can be a hard sell. Animal welfare considerations aside, research shows that the “zoo experience” is often viewed as old-fashioned, boring and non-interactive – basically completely out of step with modern times and audiences.
Traditional advertising hasn’t helped, either.
We’ve all seen those low-res, low-impact, low-engagement ads chock full of cheesy “slow-motional” shots. You know them. The ones where a fake family fakes excitement while looking at an old baboon’s arse.
Trouble is, bad zoos have given good zoos a bad name. Bad conservation has endangered good conservation.
And bad advertising has driven potentially good customers to tune out.
In fact, what bad advertising often fails to do at all, is exactly what a baboon’s arse is designed to do – GET ITSELF NOTICED.
FUNDERFUL facts about Paignton Zoo.
An attraction should attract. It should have appeal. Paignton Zoo is not just a good zoo, it’s a great zoo. It has obvious appeal. It provides real value.
It’s a major attraction. So, why not shout about it?
Paignton Zoo educates, entertains and inspires hundreds of thousands of visitors each year. Importantly, it also gives back.
- It’s one of the largest employers in Torbay – paid and volunteer.
- It plays a crucial role in the economy of the English Riviera.
- It’s one of the most popular attractions in the whole of the South West of England.
- It has over 2500 animals and birds set amongst 80 acres of beautiful jungle-like wilderness. It’s a whole day of wild, not a few hours of dour.
- It was one of the earliest combined zoological and botanical gardens in Britain and the first that was opened with education as its mission.
- It still passionately adheres to those principles even now, 75 yrs later – over 45,000 school children visit the Zoo on educational trips every year.
- It forms part of the Wild Planet Trust which is a registered education and science charity. The Trust’s family of zoos and nature reserves also include Living Coasts in Torquay and Newquay Zoo in Cornwall.
- It’s involved in multiple conservation projects, both in this country and abroad.
As Nick Baker, one of its two celebrity patrons said:
“Wild Planet Trust is so much more than three leading South West zoos and a National Nature Reserve. It’s also a world leader in field research and the advancement of conservation projects both in practical terms in the wild and through captive husbandry. It educates and informs and sets an example to all who step foot inside one of its premises. It leads by example in dealing head-on with topical concerns such as palm oil and plastics. For all these reasons and many more, I support Wild Planet Trust.“
So, in summary:
- it’s a major employer
- it’s an expert researcher
- it’s a committed and caring conservationist
- it’s an entertaining educator
Basically, it’s NOT a hard sell at all, really.
we sold a ZOO.
So, how did we sell it? See what we did below.
It’s Wildlife Plus. A zoo pack with an adventure upgrade. It’s Zoomanji.
What our video content shows is that it’s a myth that you need a blockbuster-sized budget to achieve blockbuster video production values.
With the right people, an engaging, exciting, entertaining, cinematic experience can be achieved – even on a small budget.
Ultimately, though, the objective of the commercial was to drive the target audience to visit. To show that Paignton Zoo, as an attraction, is a whole fun-filled day out, where you’ll be taken on a unique journey through a jungle-like setting seeing some of the world’s rarest animals, whilst at the same time enjoying family time together.
We’ll find out later this year if visitor numbers increased year-on-year off the back of this TV, Cinema & Radio advertising campaign.
in a Wild Planet we trust.
Leisure time is now a valuable commodity. We all want smack-me-around-the-back-of-my-head value for our money and time. Plus, if we can get it, we want to spend both with family and friends in an enjoyable, educational, interactive way.
Not asking for much, are we?
Paignton Zoo is a part of a not-for-profit trust. It’s not an ark, not a museum, not a game. It’s not an amusement park with animals. It’s more than a zoo.
If you want conservation, education, entertainment, value for money, value for your time, that’s what you get. Engagement, exercise (bodies and minds), enthusiasm are just an added bonus.
According to Sir David Attenborough, Zoos have three specific purposes:
- To show the reality of an animal. Its smell, its size, its noises etc.
- To learn as much as possible from observing and looking after them – caring then becomes an education.
- To conserve, breed, and protect animals from endangerment.
In an ideal world, Zoos wouldn’t exist at all. In an ideal world, we’d all be living in perfect harmony with nature everywhere.
Unfortunately, though, Humankind struggles to live in harmony with anything, anywhere. Yet, Planet Earth is a Zoo. Planet Earth is just a bigger cage. And Planet Earth as a brand is suffering.
It too is proving a hard sell. Just ask Greta Thunberg.
If you want to know more about the Zoomanji video content we created for Paignton Zoo, just yell at us. We’d be happy to chat!
Until 31st December 2019, with the help of Famous Rebel you can get up to £5000 contribution towards production costs with Sky Adsmart. Read more about the offer here.