Jersey's Durrell Wildlife Conservation Trust is to drop the name Jersey Zoo to try to get more people to visit.
The number of locals and holiday-makers visiting the site in Trinity has fallen year on year, which is being put down to a decline in tourism.
The trust said it hoped to attract more corporate sponsors and staging new events, including starting new funding schemes and introducing a new logo.
The Trust said it was also starting new marketing campaigns.
There are also plans to encourage more business-use of the site and build more open air enclosures, like the bird aviary.
Meanwhile, people in the south coast of England will be targeted in a new marketing campaign.
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