Monday January 20, 2020

How turning off the ad spend tap made Dublin Zoo number one

Emma Kiernan’s decision to try something different at Dublin Zoo has made it the biggest family attraction in the country

8th December, 2019
4
Wildlights at Dublin Zoo: the outdoor winter exhibition was launched in November 2017.

Emma Kiernan took what could be viewed as an unusual step when she became marketing manager at Dublin Zoo: she stopped all advertising spending.

The move may have seemed counter-intuitive, but the visitor figures tell their own story. In the eight years since she took up the role, Dublin Zoo has become the number one family attraction in Ireland with 1.2 million visitors last year, compared to 935,000 in 2011.

Kiernan was named marketer of the year at...

Subscribe from just €1 for the first month!

Exclusive offers:

All Digital Access + eReader

Trial

€1

Unlimited Access for 1 Month

Then €19.99 a month after the offer period.

Get basic
*New subscribers only
You can cancel any time.

Annual

€200

€149 For the 1st Year

Unlimited Access for 1 Year

You can cancel any time.

Quarterly

€55

€42

90 Day Pass

You can cancel any time.

Team Pass

Get a Business Account for you and your team

Share this post

Related Stories

Disney takes seven places in the top ten most-watched movies in Ireland

Elaine O'Regan | 1 day ago

While the parties gear up for the usual pantomime and posturing, the public’s attention is focused firmly elsewhere – on the return of Love Island

Willie O'Reilly | 1 day ago

Revised strategy aims to ensure state broadcaster meets €60 million budget cut commitments

Aaron Rogan | 1 day ago