Merlin Entertainments required a contemporary and engaging website which reflected their ambitions, effectively presented their investment case, and crucially, displayed their personality.
It was also important for visitors to easily grasp the group story while being able to discover details on its famed brands and attractions (Alton Towers Resort, LEGOLAND, Madame Tussauds and many more), and in doing so, access the related websites for further information.
With the website a key channel for the business, appealing to the needs and wants of Merlin’s multiple audiences was a priority.
Following multiple discovery conversations, workshops were held with the investor relations, careers, communications and sustainability teams at Merlin to understand how best to engage with key audiences, and to agree on the website architecture.
Meanwhile a detailed review of the competitors in the entertainment industry and other well-known brand houses was conducted, including how they told their stories online.
As part of the design conceptualisation phase, there was a clear focus on sourcing vivid imagery and video, which highlighted the memorable experiences Merlin successfully provides its guests. A specialist copywriter was also brought in to ensure that the copy hit the right mark and tone for the company’s personality. It was seen as crucial for the design, content and development teams to work hand in hand during the implementation phase to ensure the website met the original brief.