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Blackpool Zoo

Securing nationwide coverage for Blackpool attraction

Blackpool Zoo is an award winning visitor attraction in Britain’s best loved seaside towns. Set in 37 acres of beautiful, mature parkland, it is home to over 1,000 mammals, birds, reptiles and invertebrates. Blackpool Zoo is owned by Parques Reunidos, the second largest European leisure parks operator and a leading world-wide player.


With so much on offer for visitors to Blackpool, ICG works hard to create cut through with stories and features to reach out to animal lovers across the UK. Our deep understanding of the tourism landscape, coupled with an unrivalled knowledge of the zoo's values and ambitions has allowed us to deliver outstanding results for 12 years.

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We’ve worked with Blackpool Zoo on a huge range of stories and projects since 2008. In 2016 it announced plans for its largest ever development, dubbed Project Elephant.


Working in partnership with the client and other key zoological sites across the UK, ICG developed a narrative that marked key milestones from breaking ground to the arrival of a male elephant to complete the herd.


Project Elephant was covered by the national, regional and local print and broadcast media and was the subject of a BBC prime time documentary called Elephants on the Move.

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Stakeholder Engagement / PR


ICG proposed a partnership with mental health charity Lancashire Mind to champion wellbeing and conduct research into how a visit to the zoo can have a positive effect on visitors.


A survey was carried out during February half-term after ICG created posters and social media assets and press releases to promote the campaign.


BBC Radio Lancashire joined the team during the activity and more than 200 visitors took part. The results showed a marked increase in mental wellbeing after each visit and the data will be used to generate further PR and other onsite activities to benefit both parties.

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National TV Coverage


While there are a wealth of stories about conservation, education and animals, the objective of securing national TV coverage has been met time and time again by looking at the less obvious opportunities.


For example, Alan Titchmarsh and his team of horticultural experts transformed a neglected plot of land at the zoo into a relaxing oasis for keepers for ITV’s Love Your Garden.


We also invited Good Morning Britain to have breakfast with the animals, sent a team of quizzing keepers to take part in the BBC’s Pressure Pad show and arranged a make-over for staff on This Morning.

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