Sheffield agency Front has launched a new integrated campaign to position Chester Zoo as an oasis of spring-time calm and education.
The campaign, which incorporates film, online advertising and press advertising, aims to reinforce the zoo as a place of relaxation, contemplation and learning.
Primary audiences include older adults and those who love – and are inspired by – wildlife and gardens.
The onus of the campaign’s messaging is on driving personal growth by demonstrating that a more emotional and deeper experience is on offer at Chester Zoo than may be expected.
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Bloom also integrates Chester Zoo’s Wildlife Connections campaign, which gives visitors useful advice, tips and activities which they can take home in the hope they will engage in conservation gardening and wildlife recording.
Jenny Tegg, head of marketing at Chester Zoo, said: “Front has a track record of being able to produce great campaigns that are on brand, engage with new and existing audiences and deliver increased footfall. We are delighted with the creative and strategic thinking around Bloom and we now look forward to seeing what the impact it will be.”
Joe Chetcuti, director at Front, added: “Chester Zoo has so much to offer so our aim has been to make sure that it is communicated in an exciting and relevant way which really builds on what it stands for.”
Established in 2004, Front has also worked with the likes of Costcutter, Regatta, Morphy Richards, Chester Zoo and Edinburgh Zoo.