London Eye
Challenge:
The Merlin Entertainments London Eye is a must see attraction in London. It is the UK’s most popular ‘paid for’ attraction, visited by over 3.5 million people a year. Therefore, the digital strategy needed to uphold and support the real world experience. The original brief was to support the old existing site with digital marketing however; it soon became apparent that a website overhaul was needed before any marketing began.
Solution:
- Creating a site that portrays the real world experience
- Taking site visitors on a journey though to booking utilising user personas
- Driving online sales and up-selling high yield packages
- Helping to increase the conversion rate for online booking
- Making the site Level A accessibility compliant
- Providing client-facing CMS including multi-lingual options
Our relationship with the London Eye is founded on a consultative approach, with 20:20 playing a key role in ongoing planning and strategy. Having established this digital bedrock for the brand, we have ensured that we are also utilising the full power of digital to deliver against London Eye’s ongoing business objectives by growing awareness and delivering increased online ticket revenue. To help achieve this we have used a whole range of elements in a strategic digital programme, including onsite promotions, eCRM, social media, paid search and online partnerships.
More recent initiatives have focussed on developing a robust CRM database which ties together numerous data sources and provides deep insights which can inform long-term and ad hoc tactical activities.
Results:
In the first month after the site launched and with no additional promotion, traffic levels increased by 14% and the ‘look to book’ ratio more than doubled.
Overall a 91% YOY growth in online sales revenue was achieved.
Helen Bull, for the London Eye, said: “What struck us about 20:20 was their ability to second guess our needs and aspirations for the London Eye. . . We felt they had fully understood the brief and pre-empted our thoughts on further developing our marketing platform.”
Please visit www.londoneye.com to view the work.
