With stiff competition from the other attractions, we knew that we had one advantage over some of the other attractions – kids really love Zoos.

How could we excite kids enough in the idea of visiting the Zoo that they would then pester their parents to fit in into their busy City Break agenda?

We knew that just telling them about how great Copenhagen Zoo is wouldn’t be enough. We had to give them a real taste, a fun and memorable experience that parents and kids could enjoy together.

And to reach our stiff visitor target we needed to do this at scale, engaging as many visitors to Copenhagen as we possible could.

We created Zoopenhagen.

We transformed the airport’s baggage collection area into a massive zoo-themed entertainment zone.

Kids could get their faces painted at our animal face paint stand, videos introduced our animals to the kids and posters and floor stickers challenged them to compare their skills to the animals at the Zoo.

Best of all, our fake animal transport boxes revolved around the baggage carousel, made roaring and hissing noises so realistic we got calls from worried airport security officials.

Our campaign was a roaring success.

The kids loved it and pestered their parents to take them to Copenhagen Zoo.

The zoo increased its visitor numbers by 18% and 22% of visitors said they were there thanks to the campaign.