Portfolio Knuthenborg Safari Park

A wilder web experience

We developed a new web platform to create a wild online customer experience


Knuthenborg Safari Park


Digital Strategy & Roadmaps, UX, Digital Design & Accessibility, Front-End, CMS & Digital Services, Customer Data Platforms, CRM & Marketing Automation

Knuthenborg Safari Park sells wild, fun, engaging experiences where animals walk freely in huge areas. And we wanted to create an online shopping experience that makes customers roar with excitement to visit the savannah. We thus helped develop a new web platform to make buying tickets, annual passes, or an overnight stay easy, efficient, and exciting.

Website on desktop


Knuthenborg Safari Park is developing at the speed of a leopard sprint. The opening of Europe's largest elephant facility during the summer of 2020 and the newest offer to stay overnight in Knuthenborg Camp close to the animals are just part of the overall development of the park's commercial business.

The ambitions are high and require that the digital channels for ticket sales and accommodation bookings are optimized.

In this context, Knuthenborg faced a challenge: their website was not geared to handle a seamless experience for customers both wanting to buy an annual pass for the family and book an overnight stay near the Monkey Forest. Sales and bookings were handled in different systems, which created much friction and made it difficult for customers to understand and complete their shopping experience.

Therefore, Knuthenborg wanted a new website that met their high ambitions and ensured an easy, efficient, and exciting shopping experience. Moreover, the website should attract more safari guests from Denmark’s neighbouring countries.


Knuthenborg Safari Park’s website and webshop are the central channel for customer-oriented sales, especially when attracting guests to visit the park for the first time. Optimizing the website towards sales and customer service could increase revenue per guest and optimize the impact of campaigns.


We helped design and develop a new user-friendly web platform and a web shop optimized to create better conversions. In addition to providing a great shopping experience, the webshop is a professional e-commerce solution with integrations to external systems such as Compusoft and WooCommerce. Simple and easily accessible on all screen sizes.

A new web structure and design made it easier for customers to go on a safari online and discover what the park has to offer – like driving through the savannah to meet everything from tigers and elephants to wolves and rhinos, trying horseback riding, exploring the monkey and dinosaur forests or playing in the amusement paradise.

Go explore: Knuthenborg

Website on desktop and mobile
Brand colors
Website on mobile

"We are very pleased with our new website, which has been optimized for simplicity and design. It is easy to navigate, which makes our online sales intuitive. Thanks to Advice for a good collaboration with continuous involvement in an agile setup. It has made us get the product we wanted.”

Camilla Haxgart, Commercial Manager, Knuthenborg Safari Park