The challenge
Following a new strategic approach to their membership offer, ZSL needed to build acquisition and retention of its membership across multiple audience segments. To raise awareness, visibility and understanding of ZSL membership, the zoo needed a new brand proposition, identity and communications which played on the zoo’s three key drivers of membership – a solution to family time, a passion for animals and a reason to get outside.
The solution
Based on the idea of ‘fill your world with wildlife’ we positioned ZSL Membership as a way to enjoy unlimited, wonder-filled days at the zoo for a whole year. We created more reasons to return to the zoo throughout the year by highlighting the variety of different experiences members can enjoy and created itineraries, maps and collectibles to encourage repeat visits and promote the economic benefits of upgrading a day ticket to membership.