Magic Memories uses technology for lasting animal experiences

First published in Blooloop


The firm helps to enhance the visitor experience by adding a new communication tool for operators.

Magic Memories, a global leader in experience capture for the attractions industry, has shared how it is helping some of the UK’s top zoos to attract new generations of guests.

The firm is helping destinations to promote key conservation and preservation messages, using interactive content experiences and digital encounters with zoo wildlife.

For over a decade, Magic Memories has worked with zoos, aquariums, and other wildlife attractions to create unique content experiences for visitors to enjoy. The company has more than 200 partnerships, of which approximately a fifth are at zoos and aquariums around the world.


Magic Memories delivers content to guests’ phones, engaging them with institutions in new ways, by ensuring they play a starring role in the experience. Creative photos, videos and selfie experiences can be shared easily online, encouraging friends to visit whilst spreading core messages around conservation.


Business development director for Europe, Shaun Moroney says: “There is a reason Magic Memories is the partner of choice for all the UK and Ireland’s leading animal attractions. From staffed through to fully automated solutions, we create world-class content experiences that enable guests to connect with the zoo’s wildlife and core values in new ways.


“We love what we do and work to ensure our partners get the very best experience for their guests as well as increasing revenue for the business.”


From the beginning

Moroney explains that the initial step with any attraction involves focussing on their defining core missions and messages. Magic Memories then ‘mood boards’ these concepts into custom-designed content experiences.


“Presenting these product mood boards back to partners is probably the most enjoyable part of my role. This is where the real ‘surprise and delight’ moments occur. At times, a partner may question whether we can actually ‘create that’ when of course we know we can. That is very rewarding, and a constant reminder of how far we continue to evolve.”

The operating model is looked at next, where several options are explored. Attractions can choose from several options including fully automated – a staff-efficient way to deal with the impacts of inflation and post-pandemic trends.



Major attractions


Key clients who have onboarded with Magic Memories include ZSL London Zoo and Dublin Zoo, who have both been partners since 2009. These, as well as others including ZSL Whipsnade, Longleat Safari and Chester Zoo, have all reported substantial revenue growth through the firm’s content revenue stream, alongside increased opportunities for brand engagement and social sharing.


Moroney concludes: “Our cloud-based operating system, MagicOS, enables Magic Memories to deliver its wide range of multimedia product experiences to all sizes of attractions – in fact, anywhere where people are celebrating being together at a branded experience.


“Increasing participation and engagement with the attraction’s core brand missions, messages and values is fundamental to our success.”


Magic Memories also works with other parts of the attraction sector, an example being its new experience at the Game of Thrones Studio Tour in Northern Ireland.