Port Lympne Reserve needed to improve visitor numbers, memberships and the customer experience – following visitor feedback that sometimes the animals were difficult to see.
We worked closely with internal teams to build a customer data profile using analytics, social and geographical mapping tools. This allowed us to identify two key personas and build a bespoke communications strategy to attract and engage Port Lympne’s target audience. The OOH campaign targeted London and the South East, and focused on their customer personas’ journey around London. The campaign also included radio, national press and digital advertising, all mapped for the identified key areas. To bring the customer experience to life, and to build on the pre-visit experience, we created an augmented reality visitor app. This gave people the chance to view prehistoric dinosaurs and view live animals that were difficult to see – revealing fun and educational facts that they could share on social media.
Port Lympne reported that the May and August bank holidays of 2017 were the best they had experienced since they opened in 1976. Visitors are up year-on-year, and they had over 5000 downloads of the app in the last six months of 2017, following its launch.
WHAT OUR CLIENT SAID
The Allways team can be counted on to go the extra mile, providing a personalised and proactive service. Their approach focuses on creating media strategies based on an in-depth understanding of our customers and what media experiences they respond to. They recently ran an integrated campaign, which achieved our highest level of sales since the opening of our animal park attraction. Allways Media have become a trusted partner that we can rely on to deliver results.