The Story:
Knowsley Safari is home to the UK's longest Safari Drive, spanning five miles with different animal zones. Having worked with them for a few years, promoting their attractions, driving brand awareness, web visits and ticket sales, in 2021, MAG wanted to push the campaign further.
The Strategy:
The key objectives were:
Increase Footfall to Knowsley Safari.
Increase the perception that Knowsley is not just a day out but an adventure!
Raise awareness of pre-booking online.
MAG created a blended campaign across traditional ‘Above the Line’ media, and integrating that with digital activity. In order to attract local audiences, keep Knowsley front of mind as an entertainment destination, and to showcase large creative canvases and videos, the Above The Line media provided coverage of key areas within the North West and Yorkshire across Broadcast TV & VOD, Digital OOH, Buses, Radio, Press Editorials and Podcasts.
The journey for consumers then continued into the digital world, with a mix of paid social media and PPC to drive audiences through the funnel in order to increase ticket sales.
The Results:
increase in 2021 for audiences knowing about Knowsley Safari Park through and advert on the TV vs last year.
increase in 2021 for online transactions driven vs last year.
increase in transactions from direct traffic in November.
increase in organic searches by in users.
increase in new users to the site.
