Case Study: The Wildfowl & Wetlands Trust boosts family visits with Fiora's Summer Puzzle Trail

The Wildfowl & Wetlands Trust boosts family ticket sales with Fiora

Fiora partnered with The Wildfowl & Wetlands Trust (WWT), a leading UK conservation charity, to address a challenge at their wetland centers. WWT needed to attract more families during the competitive summer period and shift its perception from a simple nature walk to an exciting, interactive family adventure to deepen visitor engagement.

Fiora's solution was the "Wetlands cipher," a multi-channel campaign centered on a secret anagram for families to solve. It used out-of-home, social media, and print ads to drive interest, followed by an on-site experience with puzzle trail cards and interactive signs. The campaign led to a significant uplift in family ticket sales and fostered deeper engagement, with families spending more time exploring. Fiora successfully provided WWT with a powerful new template for visitor engagement.

The Wildfowl & Wetlands Trust (wwt)