From zoo to conservation icon

An exclusive look at Diergaarde Blijdorp's transformation into a leading force in species conservation and nature restoration. Explore the repositioning of Blijdorp, the future-proof digital journey, and cutting-edge technological innovations.

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From zoo to conservation icon

With a rich 166-year history, Stichting Koninklijke Rotterdamse Diergaarde, better known as Diergaarde Blijdorp, is not only a true icon of Rotterdam's culture and history but holds the title of the most popular zoo in the Netherlands offering their visitors an awe-inspiring encounter with the wonders of nature. But today, Blijdorp has reached a big milestone, transforming from a traditional zoo into a leading force in species conservation and nature restoration.

"The rebranding of Blijdorp is not a simple makeover, but a big milestone that signifies a giant leap forward in our ongoing relentless mission to protect and preserve wildlife. It serves as a symbol of our unwavering commitment and highlights our constant evolution and adaptability. With this exciting transformation, Blijdorp is ready to embark on a new chapter, united in its mission to save wildlife and create a better future for all.”

- Carolien Ottjes, CMO at Blijdorp

Blijdorp’s transformation isn’t just about a change in identity but a profound shift in purpose. Now more than ever, Blijdorp is ready to introduce a mission that speaks to the future: Together we bring nature back to life. This begs the question: How will Blijdorp make a difference? How will they tell their story? And most importantly, how will they bridge the gap between what happens within the park and what they can achieve outside the park? In CEO of Blijdorp, Erik Zevenbergen’s words, "The real impact lies outside the park." 

“The thought of change, whether it's positive or negative, can be challenging. However, when you seamlessly integrate a CRM system into your business operations, it empowers your teams to adeptly nurture customer relationships, ultimately boosting engagement and driving higher sales conversions."

- Pernilla Jungåker, Senior Marketing Manager Benelux at HubSpot

Put together by our CEO, Pim van Helten, and Blijdorp’s CMO, Carolien Ottjes, this guide dives deep into the strategic approach we’ve taken to transform their brand to align with their new mission, and empower people from all walks of life to become guardians of our planet. 

"The dedication of Diergaarde Blijdorp to inspire people to take action aligns with Eneco's mission for a more sustainable planet. In the zoo, we witness the beauty of nature and the diversity of animals, showcasing what it can bring us. We are proud to collaborate on meaningful changes toward a greener future."

- Dick Velings, Managing Director Eneco B2B Business at Eneco

The insights from From zoo to conservation icon: Blijdorp's transformative journey to a sustainable future are relevant to any brand that wants to achieve long-term success in an ever-changing world. You'll discover valuable lessons from Blijdorp’s transformation, and unlock the strategies to turn your brand into a purpose-driven powerhouse. Download the guide and discover: 

  • What it takes to be a purpose-driven organization 
  • The transformative impact of Blijdorp’s powerful rebranding and revamped digital ecosystem and how you can follow suit
  • How digital platforms can be used to deliver educational content to increase awareness 
  • The power of a digital storytelling and content strategy that resonates with different generations
  • The role personalization plays in digital marketing through customer relationship management (CRM) system
  • How to strike the right balance between achieving sustainable growth, meeting customer expectations, and upholding your brand’s identity and mission

Sharing knowledge and insights from here to eternity

Pim van Helten


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