Our work with Twycross Zoo is a standout example of bold, effective destination marketing delivered under serious constraints—tight timelines, no production budget, and high brand sensitivity. Tasked with driving summer footfall, we built a campaign around two key attractions: BRICKtacular animal installations made from LEGO-style bricks and the beloved Gruffalo experience.
With no official LEGO endorsement, we had to avoid mentioning the brand outright, and with the Gruffalo, we navigated strict creative parameters set by rights holders Magic Light. By leveraging existing assets and crafting our own where needed, we delivered eye-catching, brand-safe campaigns that captured imaginations and boosted visitor numbers—all without spending a penny on production.
Bringing the Gruffalo to Life at Twycross Zoo
The Gruffalo experience was already part of Twycross Zoo’s offer, but its connection to the zoo itself wasn’t clearly defined. With similar attractions across the UK, our challenge was to make this Gruffalo experience feel unique—anchored in the magic of the zoo. We repositioned it as something only Twycross could deliver: a chance to step into the Gruffalo’s world and encounter real animals in real habitats. By weaving the fictional landscape of the Gruffalo with the living, breathing environment of the zoo, we sparked imagination and excitement in children and parents alike—turning a popular story into an unforgettable, one-of-a-kind adventure.
