CBeebies Land

Hotel and visitor attraction e-commerce for Alton Towers and the BBC

The challenge

Headland has worked with Alton Towers Resort across various online projects for nearly a decade, and with the BBC on the CBeebies Land visitor attraction for three years. 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 new CBeebies Land website following a three way pitch.

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.

Following the initial launch of the new website, there is a planned phased deployment of regular additions to the site in the form of character-led interactive content and games.

  • Creative brief and functional specification development
  • UX and visitor journey design
  • Creativity within brand guidelines
  • HTML5 and CSS expertise
  • Optimising IP appeal
  • Campaign tailorable interactive content

The results

The new website 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 was met with warm approval and positive feedback from the clients and users.

  • A platform to promote the concept through to hotel opening
  • Dialogue with bookers and potential bookers
  • Advanced bookings taken
Alton Towers Resort and Headland have worked together for several years, during which time traffic across our websites has increased exponentially. Headland's role in this and the value of their ongoing support can't be overestimated.
Katherine Duckworth, Head of Sales and Marketing, Alton Towers Resort