The key challenge was to increase their market share of summer tourists. Copenhagen Zoo wanted to attract tourists and secure an international appeal for Copenhagen Zoo during the peak tourist season – making Copenhagen Zoo stand out as a must-see while in Copenhagen. The hugely ambitious target was to reach a 10% increase in the number of zoo visitors.
We wanted to create a unique, fun and memorable experience that parents and kids could enjoy together. We needed to target the tourists at their first meeting with Copenhagen – upon arrival at the Copenhagen Airport.
We transformed the Arrivals area into a massive zoo-themed entertainment zone, giving the travellers a warm “welcome to Zoopenhagen”. We had free face painting for the kids, and wall and floor graphics challenged people to compare their skills to the animals. Fake animal transport boxes were placed on the baggage carousel – with hissing and roaring noises so real that we got calls from worried airport security officials. Over all, we created a positive zoo experience and entertained people while they waited for their luggage.
The campaign generated more than 18% increase in the number of visitors to Copenhagen Zoo, and 22% of visitors said they came to the zoo because of the campaign.
The campaign was such a huge success that we created a zoo-branded zone in the airport again the following year – making it bigger and even better, with a realistic stuffed (and roaring) lion, 3D photo opportunities and animal fun fact floor graphics.