Is zoo a dirty word? Chester Zoo repositions around conservation [Video]

The new How&How-designed identity shifts the brand’s focus from fun days out to conservation.

When Chester Zoo approached How&How in December 2022 with a brief to reposition from a family visitor attraction to a global conservation organization, it had already undertaken an extensive period of research to find out whether it should be called a zoo at all.

The upshot was that some potential visitors didn’t like the idea that people could be profiting from animals, rather than having any misgivings about the word ‘zoo.’

Head of brand and marketing, Helen Dean, says: “Around 27% of people we spoke to said they were unsure about zoos and there was a bit of tension there, but when we explained we were an international conservation zoo, they thought that messaging resonated with them and they’d take their family.”

Just in case any greenwashing alarm bells are going off at this point, it’s …

Tags Customer Feedback, Global Marketing, Global Research, Market Forecasting