Sunday August 9, 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
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...

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