A wildly busy re-opening - Blair Drummond

Following their annual winter closure, Blair Drummond Safari Park re-opened on 15th March to thousands of excited fans and animal lovers.

During their off season, we continue working closely with Blair Drummond, reviewing the year gone by, planning for the year ahead and making sure they remain in front of their audiences even during the closure. With key learnings noted and media activity planned for the year ahead, opening weekend very quickly appeared on the horizon. 

This year’s re-opening campaign focused heavily on digital, utilising a range of remarketing and first-party data to re-engage the anticipating audience. Prospecting audiences were identified through previous year’s successes, combined with custom audiences built from existing data.

Across digital, we used a combination of high-quality animal photography and a hero video. Paired with playful copy, we delivered 9 different ads, each of which were served to 6 core audiences. Our digital activity was further supported by a series of radio ads which hit the airwaves across Glasgow, Edinburgh, Dundee, Falkirk, Stirling, Clackmannanshire and the surrounding areas from the week leading up to the opening weekend.

Following the launch, it was immediately apparent there was an appetite for adventure and animals. The beloved Scottish institution which spans 160 acres of beautiful parkland and homes over 300 animals opened their gates to a sold-out day one – a very warm welcome indeed – and we were super proud to have played our role.

The sold-out days didn’t stop at opening weekend, but instead continued for weeks, with Blair Drummond selling out 8 of their first 30 days of trading in 2025. Our digital activity delivered over 1,000 ticket purchases, earned 826,876 impressions and made a Return on Ad Spend of 13.87.

An undoubtedly huge success for Blair Drummond and a testament to the sincere passion and care they have for the animals, the park and their customers.

Here’s to another great year and we’re wildly excited to be part of it.