Roar-some promotion – How can marketing help the welfare of animals in captivity?

The primary function of a zoo or safari park is to provide a wide variety of animals with shelter, food and medical care. Many also go a step further, supporting global conservation initiatives and conducting vital animal research.

However, these parks face increasing pressure to stay relevant and engaging to the public, whose funds they rely on to ensure that the animals in their care receive the best life possible outside of their native homes. This is where marketing becomes essential – not just to attract visitors, but to fund the high standards of welfare, research and conservation that modern zoos and safari parks aim to deliver.

Let’s delve into some of the strategies that zoos and safari parks are implementing to achieve this!

TV tails

Some animals in captivity are no strangers to having a camera nearby capturing their day-to-day care. Television has become a powerful tool for zoos and safari parks to tug on the heartstrings of audiences. Over the years, we’ve been treated to many a wild encounter on our screens, including shows like:

• Roar – Broadcast on CBBC from 2006 to 2014, the show gave children an insight into the day-to-day running of Howletts Zoo and Port Lympne Safari Park.
• The Secret Life of the Zoo – Broadcast from 2016 to 2021, this show closely followed the lives of a wide range of animals residing at Chester Zoo.
• Animal Park – Broadcast from 2000 to present day, this long-running BBC show has followed the lives of the animals at Longleat Safari Park for a quarter of a century!

While the focus is often on the animals themselves, there’s a secondary marketing ploy in play. These shows often spark increased footfall, as viewers are inspired to meet the animal stars in real life.

One figure who exemplified this was Nico, the west lowland gorilla from Longleat Safari Park who became a household name. Nico gained notoriety for both his charisma and long life. He was one of the longest-living gorillas in captivity ever, living to the grand old age of 56 before passing away in January 2018. His story, like many other TV-famous animals, shows that storytelling and media exposure can significantly boost a zoo/safari park’s public profile and, more importantly, its funding. Marketing through TV builds brand familiarity while directly tying animal welfare to audience support.

Beak-hind the scenes

As the digital age develops, there’s an opportunity for official webpages to diversify further and provide unique marketing opportunities during trying times… During the COVID-19 lockdowns in 2020 and 2021, zoos and safari parks turned to livestreaming to keep audiences engaged. From penguin nests to tiger dens, live feeds offered intimate glimpses into animals’ lives, sustaining public interest when physical visits weren’t possible. These digital experiences not only kept supporters connected but also attracted new audiences globally, and, for some zoos/safari parks, have remained a permanent fixture for public entertainment.

While some have raised ethical concerns over privacy for animals, these livestreams were often instrumental in generating crucial revenue during a difficult time, showcasing how digital marketing can be both innovative and impactful for captive animal care.

A whale of a time

Want to take that extra step closer to the action? Ever wanted to stand next a giraffe to feed it? Or take a walk among the lemurs? Then you’re in luck! Many more zoos and safari parks advertise and offer unique animal encounters that allow the public to feed and be among the animals, closely supervised by experts, of course!

These immersive experiences are marketed not just as entertainment but as educational opportunities. Under expert supervision, visitors learn about species conservation, breeding programmes and responsible care. By creating emotional, memorable moments, these encounters foster a deeper understanding of animal welfare and promote long-term support. This blend of education and engagement is a compelling marketing approach that helps animals by converting interest into action.

Howl can you help?

For some zoos/safari parks, conservation is at the heart of what they do. Not only do they want their animals to receive high-quality care, but to prepare them for eventual release back into the wild. And for the public, they want their spending to have purpose.

With much more global awareness on the importance of conservation and preserving the habitat of wildlife at risk of the consequences of global warming, for zoos/safari parks to have links to conservation projects/charities and display this on their advertisements is a huge selling point. Zoos and safari parks that align with conservation charities or run in-house wildlife protection programmes see stronger engagement from ethically minded audiences. By highlighting these efforts in marketing materials – whether online, through signage or in reports – these institutions position themselves as ethical leaders.

But this isn’t always easy: public interest tends to favour mammals, so other species such as birds, reptiles, amphibians, insects, etc., receive less funding. This has a long-term impact on efforts to ensure that these species are both protected and well taken care of. Is there any opportunity for a targeted marketing campaign here…?

Pasture perfect

Sometimes the attention isn’t just on the animals… Utilising park grounds for other events brings in valuable income that supports animal care. Longleat, for instance, is also home to the famous house which is already a popular tourist attraction – another key source of revenue for the animals in their care. Additionally, the organisation runs the Festival of Light, attracting thousands each winter with its dazzling lantern displays. These events are widely promoted via social media, offering another platform to celebrate the park’s animals and mission.

Similarly, Port Lympne has diversified by offering luxury glamping and lodges with views of animal enclosures – marketing the experience as a once-in-a-lifetime encounter that combines leisure with learning. These efforts not only attract visitors but enhance the park’s brand as both a conservation leader and a unique destination as a fun day out, an unmissable overnight stay or even a wedding venue!

Herd the word

Knowledge is power and hugely influential; the more we know about the importance of animals on our planet the more we can appreciate why establishments like zoos and safari parks are essential.

Since 2022, Denfield have had the honour of designing Chester Zoo’s annual report to create an instantly visually appealing piece that people will want to pick up – allowing them to find out all about the zoo’s operations and the animals themselves. This is a brilliant way of reaching out to local and wider communities to get them interested in what the establishment has to offer.  Read our case study here.

By presenting data and stories in an accessible, compelling format, zoos turn dry facts into powerful narratives – showing how each visit, donation or purchase directly supports animals in captivity and beyond.

When was the last time you visited a zoo or safari park? What can you do to help boost their marketing campaigns to ensure animals receive the best care? Let us know your thoughts and ideas!