Really Wild Stays

To drive positive awareness of West Midland Safari Park with a focus on the park’s core family audience.

Specifically, we were tasked with invigorating the park’s influencer marketing activity in two key ways:

1. By delivering a steady stream of content creator reviews for day visits to the park, concentrating on key seasonal events and activities
2. By securing high profile influencer and celebrity visits to the park’s premium Safari Lodges, which offer an immersive overnight wildlife experience

We began by instigating a vetting process assessing the suitability of influencers for a day visit based on follower size, engagement rate, audience profile and type of content produced.

Successful creators were issued with gifted tickets in exchange for an open and honest review on their social media channels. Then we provided an influencer brief, giving creators a handy reference with full details about their visit, guidance on key content opportunities, and the all-important hashtag and handle information.

Next, we launched a proactive outreach programme for Safari Lodges, targeting celebrity and high-profile influencers to secure gifted visits. To ensure the most impactful partners were identified, we used a similar set of benchmarking criteria to find relevant, authentic influencers.