Rocking horseshit
Brand ideas as powerful today as a decade ago
Should have gone to... Disney, Tesco, Specsavers and…. Knowsley Safari.
Yes Knowsley Safari, our very own big day out. If agency started working with the Knowsley Safari 10 years ago and testament to the brand idea it is now as strong as it ever was.
And the brand idea is? TRULY WILD ENCOUNTERS
When IF and Knowsley started on the brand journey together, they took what was potentially a negative, (no guarantee you’ll see all the animals, but the ones you do see will be doing whatever they want) and built a brand idea around it. A true safari experience is UNPREDICTABLE. And brilliantly so.
How’s that then?
Truly Wild Encounters has informed not just the communications for over a decade but the evolution of the brand and attraction itself.
Making clear animal welfare (not visitor numbers) is at the heart of everything has galvanised the relationship between the business and the animals.
Huge investments like the Amur Tiger experience – from its position within the grounds (matching trees and landscape to natural habitat) to the informative and engaging activities, like racing a tiger!
Renaming visitors as ‘explorers’
Promising real adventure – encouraging animal spotting & learning has broad appeal and extends the visit beyond the day itself.
It’s been consistent and prolific for 10 years – on toilet doors, radio, TV, buses, partnerships, social content, App, PR and more.
Right up to today with the new TV Ad just out this week. Watch it here:
Christian James, Founder and MD at IF said: 'Knowsley Safari has been a dream client; our relationship is a true partnership requiring honesty, vision and shared objectives. I feel incredibly proud of what we have achieved together and it’s really something to look back at the brand idea and the communications and see that evolution right up to the new campaign which is out this week.’
Rachel Scott, Head of Marketing at Knowsley Safari Park added ‘Truly Wild Encounters is more than a brand idea; it informs everything that we do and has helped shaped Knowsley and the evolution of the Safari and what it stands for, ensuring we are always relevant. Our partnership with IF is everything you want from an agency client relationship – great ideas, backed up with outstanding client service.’
Editor’s Notes: Founded in 2006 by Christian James and Brian Rees, IF is an integrated agency that delivers Intelligent Creativity to ambitious, purpose-driven brands including Marston’s, Knowsley Safari, Destinology, The Original Factory Shop and Zentia.