The campaign will run at key times throughout the year; the first will start from tomorrow (18th March) and will continue until the end of the Easter holidays.
It will include TV, outdoor, radio and a strong digital element through extensive banner advertising, retargeted ads and social media activity. Social media activity was handled by Prodo Digital whilst media planning was managed by Vizeum.
The core creative concept builds on the long standing proposition of 'Truly Wild Encounters’ which reinforces the fact that Knowsley Safari’s visitors get so much closer to the action as animals are able to interact in a more natural way thanks to freedom of space.
Jo Whiteley – creative director at IF – said:
“This was an exciting brief for us and we knew that we had to make sure that every communication supported the idea of ‘adventure’. We achieved that by taking a scrapbook visual style and then adding individuality into every element as well as using large format wild life photography."
Rachel Scott – head of marketing at Knowsley Safari – said:
“By putting ‘adventure’ and individuality at the centre of all communications, IF not only brought to life the unpredictable nature of the experience Knowsley Safari offers but also reaffirmed how every visit is truly unique.”