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CBeebies at Alton Towers launch campaign hotel booking website

One of several online projects for Alton Towers Resort across close to a decade, and this time partnering with the BBC on the CBeebies Land visitor attraction.

The success of CBeebies Land is attracting families with young children to the resort has underpinned the decision to invest in two new attractions and a 76 room Cbeebies Land themed hotel. To promote these new developments, Headland were appointed to design the launch campaign and pre-bookings ecommerce website.

The Brief
Create an e-commerce website to be the focal point of the CBeebies Land launch campaign and harvest pre-bookings.

The Solution
To fulfil the brief of bringing CBeebies Land to life online, our approach was to focus on the characters, as they are closest to the hearts of the young audience. Using HTML5 and layered, animated movement we put the characters front and centre, bringing life to the imagery under the guidelines of various IPs. We also worked to extensive BBC brand guidelines to create a themed navigational structure, home for the much loved characters and front-end to the external booking engine.

 

Creative and interactive opportunities for the young target audience to engage with their favourite characters

Creative and interactive opportunities for the young target audience to engage with their favourite characters

Following the initial launch of the website, new content was added in a phased deployment of regular additions to the site in the form of character-led interactive content and games. Each new addition promoted in email and social marketing activity.

The design process benefited from the detailed discovery phase that scoped out the creative brief and functional specification providing the Headland team with a clear direction.

An interactive map providing information about rides, restaurants and family friendly facilities such as baby changing baby changing

An interactive map providing information about rides, restaurants and family friendly facilities such as baby changing baby changing

The brand guidelines were rigorous but with such a fun licence to work with creativity within brand guidelines led to an immersive UX and visitor journey optimising the IP appeal and lending itself perfecly to a campaign centred around interactive content.

The Result
The CBeebies Land website supported a highly successful launch campaign for Alton Towers Resort with high levels of advanced bookings taken. The site remained online for a significant period after the launch. We met the challenge from the clients, Alton Towers Resort and the BBC, to bring to life the proposition of visiting CBeebies Land and the experience of staying over at the CBeebies Land hotel. The site promoted a dialogue with potential bookers converting a high percentage and maintaining the dialogue and building the excitement up to the day of the visit.