Agency: Lowe Howard-Spink Author: 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 that increase has been sustained over a second year despite adverse economic conditions which have seen all of Whipsnade's major competitors in decline.

WHIPSNADE'S DECLINING FORTUNES