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Acamar Films, the creative studio behind Bing, has partnered with WWT, the charity for wetlands and wildlife, to bring the pre-school franchise to all ten WWT locations across the UK with a Bing activity trail as well as other Bing activities from Saturday 23rd March, 2024.

“It is exciting to know that across spring and into summer, Bing really will be ‘not far away’ for UK families with our first partnership that stretches the entirety of the country,” said Kirsty Southgate, Director of Experiential and Promotions, Acamar Films. “Bing and his friends love the outdoors, finding opportunities to play outside and learn more about the plants and animals around them. These Bing activities with WWT will encourage new visitors to their locations and we hope that these visitors also find the same joy in exploring and learning more about UK wetland wildlife.”

Cath Cooke, Head of Experience and Engagement, WWT added: “The future of these crucial UK habitats depends on future generations caring about them and learning more about their importance. We feel that Bing, with his innate curiosity and the love he has for being out in nature, is a fantastic character to bring on board to encourage families to visit our locations. Hopefully Bing will also help to inspire some families that may have never visited before to have fun and learn about what makes UK wetland wildlife so special.”

From Saturday 23rd March, 2024 each WWT site will launch a Bing activity trail, including a paper trail handout, to encourage little legs to explore the wetlands and learn about the range of plants, birds and other animals that rely on the habitat and can be seen in spring. On select dates, WWT locations will host Bing storytelling activities within their visitor centres featuring a selection of Bing books from HarperCollins Children’s Books.

Bing and Flop costume characters will also tour across seven of the WWT sites for meet and greets and photos with families. Three WWT locations will host interactive mini shows with Bing and Flop, introducing some of these sites’ key wetland species to young children and their families.

WWT sites will have Bing products available for sale in their gift shops with a souvenir Bing sticker for every child who completes the Bing Nature Explorers trail and paper Bing ears for Bingsters at the storytelling and mini show sessions. The Bing activities will run until 2nd June, 2024.

The spring and summer partnership will be supported across Acamar Films’ audience-facing channels including, social channels, the Bing newsletter and the Bing: Watch, Play, Learn app. WWT will promote the partnership through their owned channels as well as additional opportunities around each of their nine centres. Promotion will include out of home campaigns in London, Gloucestershire and Northern Ireland as well as a radio campaign, print advertising and a PR campaign throughout the duration of the partnership.

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