Wildlife for a new generation
Achieving an 86% opt-in to marketing communications and a 4.8-star App Store rating.
A digital-first approach to conservation learning and guest engagement
Yorkshire Wildlife Park has welcomed adventurers since opening in 2009, offering a wild day out across 260 acres and home to around 475 animals representing more than 70 species. After a major expansion that saw nearly 920,000 guests, the team wanted to strengthen their digital experience and create new ways to captivate guests of all ages.
With a mission to inspire conservation, reduce paper waste and deliver a seamless guest journey, the park partnered with Attractions.io to bring their educational content and location-based experiences to life.
Sharing complex conservation stories through static boards and printed guides was no longer enough for Yorkshire Wildlife Park. The team wanted to modernise how they engaged guests, especially younger guests, while reducing reliance on paper and improving the flow of information throughout the park.
Their goals were clear:
- Create a centralised platform for educational content
- Target guests across pre, during and post-visit stages
- Reduce paper waste and simplify on-park navigation
260 acreshome to around 475 animals representing more than 70 species
86%
opt-in to marketing communications
And now, using push notifications and Bluetooth beacons, their app provides real-time content based on a guest’s exact location, helping spark curiosity and deepen understanding of the park’s conservation work.
The team values being able to target guests on and off site:
“My favourite feature of the mobile app is that you can send notifications directly to guests, and you can differ your notifications depending on whether they are on-park or off-park. That means we can easily encourage return offers.”
Lindsi BlakemanHead of Sales and Marketing at Yorkshire Wildlife Park
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The team can now connect the entire guest journey through one central platform.
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Before arrivalTailored messaging
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On siteThe digital map
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While exploringAlerts about talks
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Near the animalsContent based on location
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Any momentWayfinding
“The Attractions.io app has improved the guest experience here tremendously. Customers and guests get a notification of when our talks are happening and it makes sure they can guide themselves around the park.”
Lindsi BlakemanHead of Sales and Marketing at Yorkshire Wildlife ParkInspiring the next generation
The ability to deliver personalised updates across pre, during and post-visit stages means they can encourage revisitation, deepen loyalty and strengthen the educational mission that sits at the heart of the park.
“The team are great to work with. Jacob, who is head of Customer Success, is always on the end of the phone or email, no matter where he is in the world. We have quarterly reviews where he gives us great tips on how we can improve. Hats off, they are great.”
Lindsi BlakemanHead of Sales and Marketing at Yorkshire Wildlife ParkFor Yorkshire Wildlife Park, the mobile app has become an essential tool for delivering memorable, educational and inspiring experiences. It helps the team connect guests with conservation stories in a dynamic way, reduce waste and keep their mission front and centre.
“Partnering with Attractions.io has aided Yorkshire Wildlife Park’s mission of conservation and sustainability. The mobile app means we are using less paper and the guests are big supporters of that. We would definitely recommend Attractions.io and their team to any leisure attraction thinking of investing in an app or swapping to a new app.”
Lindsi BlakemanHead of Sales and Marketing at Yorkshire Wildlife Park
Strong guest adoption and measurable impact across the entire park
- 86%opt-in to marketing communications
- 99.9%uptime
- 4.8★App Store rating
- ~60%reach, the highest Yorkshire Wildlife Park has ever seen
Since partnering with Attractions.io, the Yorkshire Wildlife Park app has achieved a reach of nearly 60%, the highest Yorkshire Wildlife Park has ever seen. Guests rely on it to navigate the park, find talks, explore exhibits and stay informed throughout their visit. With a 4.8-star App Store rating, reviews consistently praise the wayfinding system for helping guests easily discover more of the park.
The app has also helped Yorkshire Wildlife Park deliver on its sustainability goals by reducing paper waste. Guests have responded positively to the park’s digital-first approach, supporting the shift to mobile navigation and digital communication.
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Read the ZooTampa storyLevel up your educational impact with location-aware mobile technology
Turn complex conservation stories into moments guests remember.
