German wildlife attraction win for advertising agency

A Birmingham advertising agency has landed a major project for one of Germany’s leading wildlife attractions.

M3 has been appointed to complete a strategic brand review of the Serengeti Park, a 20-acre resort boasting 1500 wild and exotic animals and 40 rides.

The firm, which has offices in Birmingham, Albrighton and London, impressed bosses with the way it had helped West Midlands Safari Park increase visitor numbers over a 15-year period, and its execution of ‘Land of the Living Dinosaurs’, ‘Visit Ice Age’ and 2019’s ‘Discover it All’ commercial and multimedia campaign.

It has assembled a dedicated team of creatives, planners and account managers to complete a brand review in order to support its 2020 vision.

“We’ve started to make a real name for ourselves internationally, with this latest contract following big wins with Harley Davidson, Solmar Villas and Affordable Car Hire,” said Nick Lovett, managing director of M3.

“The initial enquiry came after our work with West Midlands Safari Park had impressed Fabrizio Sepe, owner of Serengeti Park. He invited us over to Germany for a chat so a couple of us got on a plane and went to meet him, completing a two-day fact-finding tour of the attraction.”

Stuart Perry, creative director at M3, said: “We’ve assembled a great team of experts that have plenty of experience in this field and also an understanding of the different media mixes that go into moulding a successful creative campaign for Serengeti.

“There’s lots of challenges around working with international clients, not least understanding the local ‘nuances’ and how this is communicated through the brand story. This is something we’ll get to grips with at the earliest stage and with the help of linguists who have an excellent grasp of the dialect.”

M3, which employs more than 40 people across its three offices, has seen turnover grow 15% over the last 12 months, with annual fees now passing more than £4m per year.