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Knowsley Safari Park

Knowsley Safari Park. Background. Knowsley Safari Park opened to the public in 1971. The idea of animals roaming free around the park while cars drove through was a first, especially for an attraction so close to a city centre (just 8 miles from Liverpool).

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Knowsley Safari Park

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  1. Knowsley Safari Park

  2. Background • Knowsley Safari Park opened to the public in 1971. The idea of animals roaming free around the park while cars drove through was a first, especially for an attraction so close to a city centre (just 8 miles from Liverpool). • The park proved a success and after the first two years began to expand, adding more and more animals. • The ‘monkey jungle’ was easily the most entertaining and popular attraction at the park. However, the animals became notorious for causing damage to visitors’ windscreens and wing mirrors, chewing and playing with any part of the car that took their fancy. The animals began to generate more and more problems and complaints.

  3. Media Strategy Monkey Jungle: Drive It If You Dare • In 2007, after years of promoting the park as a ‘value for money’ attraction, the park felt in a strong enough position to change its marketing strategy. It was decided that, if promoted in the correct way, the monkey jungle could become the hook for a broader, more integrated marketing campaign. • However, there was also the possibility that reminding the public about the monkeys’ reputation would discourage them from visiting, so this was an extremely risky and provocative campaign.

  4. The Campaign • The main idea behind the campaign was to challenge visitors to drive through the monkey jungle and risk potentially damaging their car. • Spot advertising on ITV1 played an integral part in the marketing strategy. Using ITV1 regions enabled Knowsley to focus its activity on specific catchment areas in a powerful and impactful way, while at the same time eliminating any wastage. • The new campaign was tested in 2007 with 4 x 10” bursts across the year in the areas of Granada, Border and Yorkshire. The campaign was remarkably successful, and in 2008 the park increased its ITV1 expenditure and for the first time decided to air 30” commercials alongside the usual 10” ads. • The campaign focused on promoting the enjoyment children would get from the experience. Advertising was targeted at children rather than their parents, using the phrase “It might scare Mum and Dad – but you’ll love it”. The commercials featured baboons and showed them climbing on the cars, focusing on the fun and excitement the monkey jungle could bring children.

  5. Campaign Objectives • To drive visitors to the park. • To increase season ticket sales • To change perceptions of the monkey jungle • To use the theme ‘drive through if you dare’ as a hook for a wider, integrated campaign. • To use an existing attraction that had previously been the source of negative attention to create a new marketing campaign for the park.

  6. Coverage and Frequency No of spots: 40 TVRs: 243.14 Adult TVRs Avg TVR: 6.08 OTS: 4.08 Area: Yorkshire 1+ coverage: 2,880,98 Adults saw the commercial at least once 4+ coverage: 1,156,221 Adults saw the commercial at least four times Source: BARB/Infosys, 2007

  7. Coverage and Frequency No. of Spots: 82 TVRs: 430.88 Avg TVR: 5.52 OTS: 5.99 Area: Granada/Border 1+ coverage: 4,311,124 Adults saw the commercial at least once 4+ coverage: 2,375,015 Adults saw the commercial at least four times Source: BARB/Infosys, 2007

  8. The 10” Advert

  9. The 30” Advert

  10. Results 2007 was a record year for Knowsley with 523,000 visitors – its busiest season since its first full year of trading in 1972. 2008 numbers are now 6% above last year’s record total and the park sees this rise in visitors easily developing into a double figures by the end of the year. In addition, sales of season tickets are running at an unprecedented 26% up on 2007.

  11. Testimonial “The prime objective at the start of the process of creating the new commercial was to make an ad that was unusual, striking and generated positive feedback from viewers. Never before, whether I am talking to visitors on site, speaking with suppliers and contractors or even when out and about socially, have I received so many unsolicited compliments regarding our TV commercial. On the ground we can all feel the change the new commercials are having. This success is also evident in terms of sales of the ad-related retail range in the Baboon Boutique and the car sticker campaign. “In conclusion, after taking a considerable risk in putting out a provocative, challenging and amusing commercial, we have successfully generated a phenomenal response, which is all the more impressive because the campaign is running at a time when the country is struggling to cope with the current downturn in the economic climate.” David Ross, General Manager, Knowsley Safari Park

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