As originally featured in Decision Marketing.
The Zoological Society of London – the organisation which runs both London and Whipsnade Zoos, has appointed the independent media agency The Kite Factory to oversee its media planning and buying following a competitive pitch.
The global science-led conservation charity has tasked the agency with implementing a multi-channel strategy, using a combination of digital and offline channels to optimise outreach and engagement.
The strategy will encompass paid search, paid social, display, affiliates, out-of-home, TV, print, and radio to connect with target audiences across a spectrum of platforms, ultimately driving ticket sales for ZSL’s two zoos.
Working within budget constraints, The Kite Factory will also introduce solutions that amplify the impact of every campaign. With a commitment to reaching key audiences in compelling ways, the agency aims to elevate the ZSL brand and drive a surge in ticket sales to its conservation sites.
ZSL head of marketing Penny Hamilton said: “The Kite Factory’s innovative approach aligns seamlessly with our mission to connect people with wildlife and inspire a lifelong love of animals in the conservationists of tomorrow. We look forward to leveraging their expertise to enhance our reach and drive attendance to our iconic conservation Zoos.”
Kite Factory managing partner digital Ben Foster added: “We are really excited to partner with ZSL, an institution synonymous with wildlife conservation and education. As an agency we believe we are uniquely equipped to meet this challenge head-on, employing our diverse skill set to connect with audiences and help ZSL realise their growth ambitions.”
During the Covid pandemic, ZSL launched a major appeal through Wunderman Thompson to raise funds to help with running costs (pictured). Fronted by Sir David Attenborough, it was supported by a raft of celebrities, including Jonathan Ross, Catherine Tate, Meera Syal, Bill Bailey, Alan Carr, Dane Baptiste and Shazia Mirza, who all voiced zoo animals for a “Johnny Morris Animal Magic”-style TV ad with a serious message.