Showcase

The Brief

Wild About aims to:

• Engage current members and adopters
• Encourage new members
• Drive visits to the zoos
• Drive donations to ZSL
• Generate commercial revenues

The Challenge

To convey a three-part message in one magazine

• The story behind two zoos - London and Whipsnade
• The global conservation arm
• Nearly two centuries of scientific expertise

Editorial Response
The solution was to turn the magazine into a story-based publication, filled with appealing articles alongside ZSL information These articles are written on behalf of ZSL experts, making the content authoritative yet entertaining, directing readers to adoption, donation and legacy schemes, thus developing other revenue streams It has increased its advertising sales by 10% Issue on Issue The agency now publishes the ZSL Annual Review, both Zoo Guides and designs other merchandise and packaging.

Results

• Circulation has increased by 25% over the first four issues
• 51% of readers spend an average of 80 -60 minutes reading Wild About
• 44% refer back to past Issues
• 75% contacted an advertiser In Wild About