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Blackpool Zoo

Back in 2008 Blackpool Zoo embarked on a quest to find a PR agency with the passion, creativity and expertise to raise awareness and increase visitor numbers. After a competitive pitch the multi-award winning attraction chose ICG and the relationship has gone from strength to strength with record results year-on-year.

objective

Over the course of seven years ICG has worked closely with the zoo's marketing team to achieve the objectives of raising awareness through local, regional and national press to increase visitor numbers.

With competition for column inches from visitor attractions across the region and zoos across the country, ICG needed to ensure their really wild stories stood out from the crowd.

solution

Blackpool Zoo is not short of news angles, from significant births to huge investments, but ICG work hard to come up with additional quirky ideas, storylines and campaigns that really get the nation talking.

When orangutan Vicky needed an operation performed by leading human and animal medical experts, ICG were on hand to make sure the world knew about it. The team liaised with doctors, vets and zoo staff to gather the details and sent the story out far and wide. BBC Breakfast News, Channel 5 News, The Daily Telegraph, The Sun, The Mirror and The Daily Mail were just a few of the titles that covered the story.

“The ICG PR team's passion has resulted in consistent TV, radio and press coverage with visitor numbers and revenue on the increase year-on-year.”

Jude Rothwell, Marketing and PR Co-ordinator, Blackpool Zoo

result

With over £12m worth of press coverage last year, the results of our work with Blackpool Zoo speak for themselves.

All stories receive coverage; with national and regional coverage month on month and TV crews becoming regular faces at the zoo.

Revenue, visitor numbers, memberships and school visits have risen by 10 per cent in the last year.

ICG is about to enter its eighth year of working with Blackpool Zoo and with more investment on the horizon and new ideas constantly being generated, we are looking forward to more really wild results!

£12m

PR coverage secured in 2014

10%

increase in visitor numbers, school visits, memberships and revenue in 2014

343m

'opportunities to see' Blackpool Zoo coverage in 2014

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