Whipsnade Wild Animal Park - How TV Advertising Helped Reverse a 30-Year Decline

Whipsnade Wild Animal Park had been in long-term decline since its peak in the 1960s. This paper shows how a bold strategy of using television and local radio advertising reversed the 30-year trend and sustained the recovery despite adverse economic conditions which saw the major competitors in decline.
Agency: Lowe Howard-SpinkAuthor: Cathy Clift

Whipsnade Wild Animal Park - How TV Advertising Helped Reverse a 30-Year Decline

INTRODUCTION

The advertising brief for Whipsnade Wild Animal Park was very simple: dramatically increase the number of visitors to Whipsnade (and in doing so, reverse a 30-year trend of declining attendances).

Despite an annual media budget of well under 300,000, we nevertheless recommended advertising on television.

This paper will show that this bold strategy has proved an extremely successful one. We have reversed the 30-year trend; visitor numbers were increased by 25% in the first year and...

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