Zoo Antwerp: Baby Elephant

This campaign increased visitor numbers at Antwerp Zoo in Belgium by focusing on a highly emotional event: the birth of a baby elephant.

Zoo Antwerp: Baby Elephant

Boondoggle

SUMMARY

  1. The challenge

    How do you get 200,000 extra visitors to the Antwerp Zoo in 2009?

    Knowing that the Zoo faces serious competition from other leisure activities.

    Knowing that people don’t feel an urgency to go to the Zoo (the animals will always be there). Knowing that bad weather (and it often rains in Belgium) can be a trigger to cancel an already planned visit. And knowing that 200,000 people equals a visitor increase of 19.5% (as compared to 2008).

  2. The strategic approach

    To achieve this, the Antwerp Zoo and the agency focused on a...

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