ICG. Full Service Agency. Preston

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the "get the numbers up" challenge.

Challenge
Competition in the North West leisure market is fierce with many attractions vying for the visitor Pound. Open throughout the year, Blackpool Zoo has to ensure that footfall is buoyant especially during peak periods. ICG needed to find a way to build on the zoo’s position as a 'must see' destination, a fantastic family day out and great value.

Discuss
From the initial brief and right through the planning process, ICG and Blackpool Zoo had a frank and open dialogue about the attraction's marketing challenges. By developing a strong sense of partnership to meet these challenges, we were able to fully explore all the available communication options.

Solution
From Zoo keepers having makeovers on ITV’s This Morning to celebs such as Jonathan Ross and Paul O’Grady adopting animals, our PR team developed a strategy that focused on creating fresh and innovative media opportunities, supported key events and worked in wider partnership with the resort’s tourism stakeholders. ICG’s design team additionally devised a visual style for the zoo which was applied across all promotional material to capture the excitement of the zoo and key messages ‘Learn, Discover, Enjoy’ encapsulated its ethos.

Result
Over the past two years since ICG was appointed by Blackpool Zoo, the attraction has reported a consistent increase in visitor figures and revenue.