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Merlin Entertainments #Blackpoolsback

Merlin Entertainments #Blackpoolsback

Merlin Entertainments: generating ticket sales and increasing visitor numbers to Blackpool

Project Background

theEword was appointed through a joint partnership between Merlin Entertainments PLC and Visit Blackpool, to lead the digital strategy for the seaside destination. Our work helped reposition Blackpool as a family-orientated destination, as well as boosting summer visitor numbers. The campaign #Blackpoolsback revolved around reminding families of the resort’s unrivalled concentration of world-class family attractions and award-winning beach. Our campaign has helped to highlight a summer calendar packed with exciting events.

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Objectives

  • Drive ticket sales for attractions and events.
  • Increase traffic and engagement for #Blackpoolsback campaign.
  • Build and market conversion focused microsite.

Solution

  • Designed and built the #Blackpoolsback microsite.
  • Created over 200 unique adverts - each designed to ensure it would appeal to the target audience and reflect the brand's image, as well as incorporating a 'call to action' to encourage people to click on it.
  • To create engaging and shareable blog content to attract our target audience and drive them to the microsite.

In 3 months we achieved

  • Over 400,000 microsite visits
  • Over 120,000 ‘Buy Tickets’ clicked
  • Over 25,000 blog page views
  • 9,000 microsite social shares
  • 30% conversion rate on PPC campaign
  • 60,000 clicks on Twitter & Facebook ad campaigns

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