MERLIN ENTERTAINMENTS

A website that stands out from the crowd

In a hugely competitive and crowded industry like entertainment, standing out from the crowd is harder than ever. To cut through the noise, Merlin Entertainments needed to be able to connect with different audiences and different demographics directly and clearly through all their digital channels. 

THE CHALLENGE

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.

THE APPROACH

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.

THE RESULT

The corporate website launched in April 2019 ahead of Merlin’s May trading update, resulting in a website that is leaps ahead of the previous version and a truer reflection of the Merlin story.

Internal and external feedback to date has been positive, with the website being described by the team at Merlin as a ‘huge leap forward’. The bounce rate has fallen by nearly 20% since launch, meanwhile dwell time has also increased by 25%.

The website, alongside the annual report and investor presentations, is viewed as the standard for all Merlin corporate communications to meet as an authentic and compelling expression of the Merlin corporate identity and narrative.

 

 

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