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The Donkey Sanctuary

Video Case Study

The Donkey Sanctuary has one mission: to make the world a better place for donkeys and mules, allowing them to live free from suffering. It was originally founded in 1969 by Dr Elisabeth Svendsen after she received 204 donkeys – she either had to take them in or allow them to be shot. Since then, The Donkey Sanctuary has given lifelong care to tens of thousands of donkeys and mules in the UK, Ireland and mainland Europe.

Category: Charity

Format used: Adshel Classic and Adshel Live

Key result: An increase in footfall

Client Objectives

As a brand new visitor attraction in Devon, The Donkey Sanctuary struggled to compete with other visitor attractions to get families to attend.

They previously dabbled with radio but found that print worked better as it allowed them to visually show what they were offering. They also knew that August was going to be a busy month and had to guarantee footfall.

The Campaign

For the client, the campaign was very simple: it was about getting the donkeys up close and personal as much as they could with their target audience on the high street.

Using premium locations and a striking creative piece of artwork, the plan was to position The Donkey Sanctuary’s offering in specific locations to drive the target audience to enquiry and ultimately visit the Sanctuary.

The Results

Working alongside their dedicated Account Manager, the premium sites needed to target their audience were made available and that meant we were able to position The Donkey Sanctuary’s campaign directly in front of the right people.

“We will most certainly be using Clear Channel again. The main thing for us is ensuring we get our products in those key locations and currently only Clear Channel can deliver that for us.”

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