Ree Park Safari: Maximising value for money with podcast advertising
Ree Park Safari is an animal park located in Ebeltoft, Denmark, focused on the preservation of endangered species, animal welfare and participation in breeding programmes - both locally and globally. The park is home to a wide variety of exotic animals from all over the world, including lions, giraffes, rhinos and monkeys, and it offers safari trips and overnight stays where visitors can get close to the animals in natural surroundings.
Ree Park Safari wanted to raise awareness of the park and thereby attract more visitors, and we saw an opportunity to support this goal through podcast advertising.
As this case shows, podcast advertising can also help attract more visitors to an animal park.
The collaboration with Ree Park Safari was based on what we call classic podcast advertising.
We promoted Ree Park Safari through established podcasts where we knew the core target audience was listening. This meant the target audience was exposed to Ree Park Safari’s summer holiday offer – and the strategy worked.
Ree Park Safari is different from many other brands because it primarily sells experiences rather than products, and a potential customer typically needs to encounter Ree Park Safari’s advertising around 5 times before making a purchase.
We want to maximise value for money and that’s exactly what we get with podcast advertising. All the campaigns have exceeded our expectations. Pierre Skovgaard, Head of Sales and Marketing, Ree Park Safari
The tangible results speak for themselves
- 700 clicks to the website during the latest campaign
- More than 500,000 impressions
- Increased awareness of Ree Park Safari within the most relevant target audience
WHAT WE DID IN THIS CASE:
- Classic podcast advertising, including concept development and production of effective audio spots that were distributed through other relevant podcasts
- 3 different campaigns that all succeeded in creating greater exposure among relevant target audiences
- A solution of this kind, focusing on individual campaigns targeting specific audiences, typically costs around DKK 40,000