Case studies
Hamilton Zoo
Our Zoo: Get up Close
Hamilton Zoo needed to better understand the scale and impact of the changing public perception of zoos among its audiences. Additionally, the zoo needed to gauge the attractiveness of the zoo as a destination for various audience segments, in order to inform future strategy implications. We designed and conducted a detailed public survey to analyse and compare results to documented international zoo perception findings and earlier local target audience research results.
Our findings resulted in a brand equity plan with recommendations to address inefficiencies and capitalise on opportunities to sustainably grow the zoo’s visitors and “fan base” as part of the business strategy. The first implementation of elements from this plan culminated in a successful Summer at the Zoo campaign promoting new animal encounters.
Learn more about Hamilton Zoo hamiltonzoo.co.nz
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