CASE STUDY

Digital Advertising for Dudley Zoo

Founded in 1978 and a registered charity, Dudley Zoo and Gardens in the West Midlands is a 40-acre zoo located in the grounds of Dudley Castle. The zoo is home to more than 1300 animals and over 200 species including Tigers, Penguins, Flamingos and Gibbons. Dudley Zoo also holds several school holiday events such as their Halloween Extravaganza and Christmas Santa’s Grotto.

26%

increase in web users

Dudley Zoo animal
Monkey

Following a number of COVID 19 lockdowns, Dudley Zoo needed to boost their Summer footfall through a smart and agile digital marketing campaign throughout the school holiday period.

We undertook a 6-week Google, Facebook, Instagram, and YouTube campaign to reach Dudley Zoo’s core audiences of families and couples across a variety of channels and touch points.

It was important to target both engaged and prospect audiences to give the campaign the best chance of success. Website tracking was set up and used to create and define the best audience lists to target.

For Dudley Zoo, copy and creative was particularly important. A visit to Dudley Zoo is packed full of fun, adventure….and of course incredible animals. It was important this was front of mind throughout all creative and copy.

Using a selection of Dudley’s existing photos and videos our team identified, cropped, and edited the elements that using our extensive knowledge of the visitor attraction sector, we knew would perform best on each platform. We crafted a variety of advert creative to run across the 6-week period including events, testimonials, videos, video collages and single images. Messaging was tailored to hot, warm, and cold audiences.

Of course, an online campaign does not start and end with the adverts. We also reviewed and made key recommendations for improvements to the campaign landing page including copy, layout and placement of call to actions throughout the campaign to ensure best possible chance of conversion.

A dedicated project manager was allocated to Dudley Zoo who worked with our Digital Manager and digital team to craft, write and upload fresh adverts to each platform in weekly batches ready for sign off. Weekly telephone catch ups and daily optimisation also ensured Dudley Zoo were involved in the process from start to finish.

otter

Share case study

44,019

clicks

5p

CPC

15%

reduction in bounce rate

“Following the 3 lockdowns, we wanted a marketing agency who understood the market. We’re glad we chose Agility. They generated excellent results across a 6-week Google, Facebook, Instagram and YouTube campaign, used their industry knowledge to plan a strong radio campaign and were a real pleasure to work with. We were extremely pleased with the results and would recommend them to any visitor attraction.”

Andrea Hales, Marketing Manager

SERVICES

More from Agility

Icon Megaphone

Digital Advertising

Are you looking to increase visibility, engagement, and ultimately, conversions for your visitor attraction?

Learn more >
Icon Websites White

Websites

Get better results from the website building and optimisation experts of the visitor attraction sector!

Learn more >
Icon Strategy

Strategy

At Agility Marketing, we understand the importance of getting the most out of your digital marketing. That’s why we offer a comprehensive digital marketing review and planning service.

Learn more >
Icon Social 2

Social Content & Creation

Getting the best out of social media for your visitor attraction isn't a luxury anymore.. it’s a must!

Learn more >

CASE STUDIES

You may also be interested in…

Social Media Mentorship for Rays Farm

Rays Farm were managing their own social media, but knew they weren’t leveraging it as skillfully as they could.

View case study >
laptop-social

214%

eng. increase

Creative Photography for Harbour Park

Harbour Park wanted to promote family visits across their social media and online advertising to increase awareness and conversions but lacked enough compelling imagery to support their key messages.

View case study >
Jelly Swinger

71%

Increase in CTR