Bristol Zoo – Friday Twilights

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Listen to the lions roar as the sun sets…

Each summer, intrepid explorers are being given the chance to roam the grounds of Bristol Zoo at night, allowing them to experience the attraction in a whole new way. This iconic Bristol institution approached Digital Visitor to assist with their awareness and ticket sales strategy for the event.

Our core objectives

  • Increase event awareness with the key audiences
  • Drive ticket sales

Our approach

This summer we were tasked with building awareness and excitement around Bristol Zoo’s Twilight Events – delivering 21,000 ticket sales in the process. Not only were we going to be competing for social traction during a notoriously busy period we were also working against the Great British elements to persuade people to spend time outside when the forecast said do anything but!

Based on key learnings from previous activity we knew that highly targeted social advertising, supported with impactful content would be key in converting users, reaching them via mobile devices when they were online browsing to highlight the events and excite them to make the purchase.

We utilised the full Facebook Audience Network in placements to ensure the most effective coverage across one of the most cost efficient networks – ads were rolled out in all formats from Facebook Messenger to Instagram Stories ensuring as greater visibility as possible.

We also activated retargeting to deliver time sensitive follow up messaging to deliver significant volumes of total sales – messaging was updated on a weekly basis to ensure saturation wasn’t reached and the intent to purchase was maintained.

To amplify reach even further we created a series of social posts utilising carousel and video content, these were activated to highlight the most up to date messaging from sell-out confirmation to special acts or partners on the night.

Delivering on our word

  1. Six sold out events
  2. 38,452 Conversions
  3. 471,354 Key audience reached
  4. 15,437 Engagements

Kind words

We’ve worked with Digital Visitor for the last two years to promote the Bristol Zoo Summer Twilight events. Each year they have worked tirelessly to produce creative content and highly targeted advertising campaigns to reach the right audience and directly sell tickets. This has resulted in very successful, sell out events. – Paul Pritchard, Head of Marketing at Bristol Zoo Gardens