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From re-brand to emarketing

Appointed to the Alton Towers Resort account as part of the resorts increased focus on theme park and resort hotel bookings online. Our brief was to deliver a simple, intuitive visitor journey with a clear call to action, showcase the breadth of the resorts fantastical attractions, take the resorts new identity online and increase the effectiveness of the businesses email and SEO activity for launch 8th March 08

Results 3 months post launch:
Easter traffic up 48% year on year
Email successfully sent rates increasing from 72% to 94%
Online registrations exceeded total 07 numbers within two months of the site being launched

The launch of the re-branded site was a key element of the spring 08 park opening campaign positioning Alton Towers Resort, Britain’s favourite short break destination. The campaign featured new TV creative and the online channel featured Headland designed and broadcast email marketing and banner advertising.

Key to the website brief the site had to enable the resorts Marketing team to be responsive online. The site sits in Headland’s SiteManager content management system. At launch the re-branded Alton Towers Resort site provides a platform for future promotions and immersive, interactive developments that will allow visitors to experience the essence of the Alton Towers Resort brand.

Since launch Headland has continued to execute the site development plan. Developments and work in progress include a site-wide promotional banners module, the rebranding of the corporate events site, Plan Your Day funtionality and the development of an interactive guide to the resorts Mutiny Bay attraction.