A 14-year brand partnership — and a dinosaur campaign that roared

Introduction

Boasting the UK's longest safari drive, over 700 animals, and immersive encounters, Knowsley Safari is one of the North West's prime visitor attractions. IF. has been its brand partner for over 14 years.

Problem

Place Knowsley Safari at the top of the trip list for families in summer and launch their limited-edition dinosaur event with impact — all while staying true to the "Truly Wild Encounters" brand proposition IF. originally developed over a decade ago.

Approach

The brand positioning we'd built years earlier still held. The strategic task was extending that proposition into new territory — prehistoric encounters that felt just as real and thrilling as the live animal experiences the park is known for.

"Our journey with IF. started over a decade ago when they developed our proposition 'Truly Wild Encounters'. To this day, it still lives on, influencing all our communications. IF. are the true definition of an agency partner" — Rachel Scott, Head of Marketing, Knowsley Safari

Solution

"#MakeJurassicMemories" brought to life as a multi-channel campaign across radio, TV, out of home, and paid and organic social designed to sustain an entire summer season without creative fatigue. Every channel was linked to a conversion mechanic — ticket sales, advance bookings, and family pass upsells — ensuring the campaign reached families at every stage of the decision-making process.

Results

Record footfall to the dinosaur event. Knowsley Safari placed at the top of the regional trip list for summer 2024. Reinforced position as the North West's leading family attraction.

Impact

When brand strategy is built to last, it keeps delivering. Fourteen years on, the same proposition is still winning summers.