50th Anniversary Art
West Midland Safari Park
8 national hits
16 regional hits
To drive positive awareness of West Midland Safari Park’s 50th anniversary.
In particular, we were challenged to find a way to link the event back to the Park’s key conservation messages.
Knowing media interest in commercial anniversaries is limited, we wanted a hook that would allow us to talk about the milestone at the same time as communicating important messages about animal welfare and conservation.
To make the story as visual and impactful as possible, we partnered with renowned Welsh artist Nathan Wyburn to create a mural of a lion. To make it uniquely relevant to WMSP, the mural would feature hundreds of images of animals that had been in the Park’s care of the past 50 years.
Adding context to the story, we also commissioned research to discover how much – or how little – Brits know about the world’s most critically endangered species.
Within hours of releasing our story we had generated:
- 8 national hits, including The Sun, The Mirror and The Independent
- 16 regional articles
- 2 broadcast hits
- 11 earned social shares
Nathan Wyburn also posted on his own channels and generated over 1.2million organic views and 65k engagements
11earned social shares