The challenge
Birdworld, the UK’s largest bird park, faced a pivotal moment. With an ambitious transformation underway, including the launch of a new outdoor play area, the goal was to reposition the park as a must-visit family destination. The challenge lay in moving Birdworld beyond its historic identity to a fresh “Naturally Playful” proposition that could grow audiences, boost revenues, and build long-term loyalty.
Our solution
Carswell Gould developed and delivered a phased, omni-channel campaign designed to excite families and broaden Birdworld’s appeal. By combining programmatic digital advertising, outdoor media, regional radio, influencer partnerships, direct mail, and PR stunts, we created a steady drumbeat of activity that built anticipation pre-launch, maximised visibility during the summer season, and laid the foundations for sustained engagement.
Our creative storytelling placed play and education at the centre of Birdworld’s offer, while tactical use of geo-targeted ads and data capture nurtured a growing customer base. From bold billboards to influencer-led content, every touchpoint connected families with Birdworld’s new identity.
The results
The campaign delivered outstanding commercial impact for Birdworld:
- +11.8% vs budget during the summer holiday campaign window
- +9% vs budget and +16% vs last year for the full year to date
- +40% vs last year following the opening of the new play area
- Strong ticket sales, including peak days with nearly 500 pre-booked visitors
- Catering revenue uplift, with average spend per visitor reaching £5.49 in the final week.
The impact
Birdworld’s transformation has been embraced by audiences, repositioning the park as a vibrant, naturally playful destination for families. The campaign not only exceeded revenue expectations but also strengthened Birdworld’s long-term growth trajectory, proving the power of creativity, data and storytelling in reshaping a brand’s future.
Where marketing connects
This project shows how Carswell Gould solves ambitious challenges with creativity, marketing and technology. By reimagining Birdworld’s positioning and driving measurable growth, we helped a much-loved attraction spread its wings for a new generation of visitors.