Send everybody in Holland to the zoo on the first of January!Families could apply to visit one of the thirteen participating zoos via the site www.gratisnaardedierentuin.nl. This meant that everyone in the Netherlands could go to a zoo in his or her area. Every visitor could reserve up to 5 tickets. Each applicant received by mail a unique barcode, which served as an admission ticket for the zoo on 1 January.After arrival, all visiting families were photographed free of charge. The photographs could be viewed and downloaded on the site at the end of the day.

Objective: improve name recognition and brand preference for RVS by closing the year with a friendly campaign.Target group: young families with children

The site was promoted at bus shelters, through (regional) daily newspapers, a tell-a-friend via the site and PR (particularly weblogs and regional newspapers) during week 52.