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Brief Encounter: London Zoo

Earnest
Earnest

London Zoo is the world’s oldest scientific zoo, and it’s been open to the public since 1847. However, though 2015 saw a small uplift in visitor numbers, the zoo saw itself slip in the rankings in Visit England’s Annual Visitor Attractions survey last year. So we got our heads together to try and come up with some ideas that could enhance the experience of visiting the zoo, to boost repeat visits as well as driving more customer recommendations.

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Brief Encounter: London Zoo
More than just
a wild day out
The Brief
- London Zoo is the world’s oldest
scientific zoo, open to the public
since 1847
- It has slipped down UK’s most
popular attraction list (8th in
2013)
- Plans to expand into other
entertainment areas have fallen
flat, and new attractions are
expensive
- Improve and build upon the
current visitor experience at
London Zoo
TEAM 1
RESPONSE
1 HOUR LATER
Enhance the
experience digitally
APPROACH
Use smartphones and new technology to
make the experience more interactive,
giving visitors more chances to create
memories they want to share and relive.
London Zookeeper App
‘Follow’ animals from the zoo, and
get updates about news and events
that might be of interest - and use it
to schedule trips for feeding time
or the birth of a new animal.
Play the game too, by digitally
looking after your favourite animals
in the zookeeper app when you get
home - high scorers can win real
experiences at the zoo.

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Brief Encounter: London Zoo

  • 2. More than just a wild day out
  • 3. The Brief - London Zoo is the world’s oldest scientific zoo, open to the public since 1847 - It has slipped down UK’s most popular attraction list (8th in 2013) - Plans to expand into other entertainment areas have fallen flat, and new attractions are expensive - Improve and build upon the current visitor experience at London Zoo
  • 5. Enhance the experience digitally APPROACH Use smartphones and new technology to make the experience more interactive, giving visitors more chances to create memories they want to share and relive.
  • 6. London Zookeeper App ‘Follow’ animals from the zoo, and get updates about news and events that might be of interest - and use it to schedule trips for feeding time or the birth of a new animal. Play the game too, by digitally looking after your favourite animals in the zookeeper app when you get home - high scorers can win real experiences at the zoo.
  • 7. Make your own wildlife documentary Use a booth at certain enclosures to record your own short animal doc. Choose the camera angles and do your own voiceover, then email it to friends or share it on Facebook.
  • 8. David Attenborough Zoologist Diploma Download the Traces app (an existing app available on the app store) to find content and questions in bubbles as you explore the zoo. Complete the quiz and qualify for your diploma - and pose in costume with your scroll!
  • 9. Virtual Reality Enclosure Experiences Stand on a moving platform and view landscapes from the view of one of the animals. Swim under Arctic ice at the seal enclosure or swing through the jungle canopy as an orangutan.
  • 11. Improve the existing experience APPROACH Make a trip to the zoo more exciting and engaging, by improving the educational elements and giving visitors a chance to see the animals in a whole new way.
  • 12. Viewing Pods Sink convex viewing stations into the base of some enclosures, giving visitors a better view of the animals. The pods can be accessed by tunnels.
  • 13. Family Treasure Hunt Making a trip more absorbing and educational. Clues are hidden, both online and offline, around the zoo.
  • 14. Night Vision Tours Experience a different side of the zoo after dark, thanks to night vision goggles.
  • 15. Bite-sized Productions: The Lion King Watch a 20-minute mini-production, then go and see the real kings of the animal kingdom in their enclosure. Exclusive deal to see the West End version the same night.
  • 16. Attenborough Experiences The zoo hosts exclusive live talks from David Attenborough, as well as recorded audio tours to guide visitors around.