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WWT wanted to boost family attendance at its Slimbridge and Martin Mere sites over the summer and shift perceptions from simple nature walks to interactive adventure experiences. The aim was to deepen engagement, drive footfall and leave families with lasting memories not just photos of their visit.

Insight
Fiora identified that modern families seek shared discovery and playful challenge. By tapping into this insight, we designed a campaign that would turn a day at the wetlands into an active, educational treasure hunt appealing to both children’s curiosity and parents’ desire for meaningful experiences.

The Solution: The Wetlands Cipher
At the core of the campaign was The Wetlands Cipher a playful anagram puzzle built around the phrase “Wetlands are amazing.” This secret message drove interest and guided families through exploration both before and during their visit.

Key campaign elements included:
Multi-Channel Advertising: Eye-catching billboards, bus shelter ads and puzzle teaser creative in key family locations encouraged curiosity and discovery.

Targeted Social Media: Puzzle-based ads engaged parents with a taste of the experience ahead.

Print Promotion: Local family magazines and newspapers carried visually intriguing adverts in the same playful vein.

On-Site Experience: Families received beautifully designed trail cards and interacted with large, interactive puzzle signs throughout the wetlands, each revealing letters toward the final message.

Visual Identity: A vibrant identity was created for the Summer Puzzle Trail, blending stylised letterforms with wildlife imagery to hint at hidden mystery.

Impact & Outcome
The campaign transformed passive visits into active family adventures. Compared with the previous summer, family ticket sales saw a notable uplift, while visitor behaviour reflected deeper engagement: families spent more time exploring habitats, collaborating on puzzles and enjoying discussion about the wetlands.

Beyond commercial success, the campaign delivered educational value inspiring both children and adults to appreciate wetland ecosystems. The engaging format also provides WWT with a robust template for future visitor-centric experiences.