Driving ticket sales for top UK attractions

The Results


Microsite views


Conversion rate for selected PPC ads


Social media interactions

The Brief

Merlin Entertainments first enlisted our help back in 2014, when the group launched its ‘Blackpool’s Back’ campaign. This was geared towards reintroducing the positive image of Blackpool among Merlin’s target audience – families – and driving ticket sales to increase footfall to Merlin’s various Blackpool attractions.

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Key objectives

  • Increase each attraction’s visibility through PPC and SEO
  • Create online resources that persuade families to visit Blackpool and the Merlin attractions
  • Use various online channels to drive more visitors to the Blackpool resort

Our Approach

In order to present Blackpool as a prime destination for today’s family market, we knew that it was key for Merlin to come across as a modern and up-to-date brand. This meant devising an all-encompassing digital marketing strategy that spoke to the right people, in the right way, and on the right platforms.

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Onsite content optimisation and regular blogging

First, we made sure that the content on the attractions’ sites was as reader-friendly and search-optimised as possible. Then we began to produce fresh content through regular onsite blogs, covering seasonal and evergreen topics.

Collectively, the blogs we wrote for Merlin received more than 25,000 views, and they were shared thousands of times on Facebook.


Conversion-focused PPC campaigns

With a cost-per-acquisition of 4p, and a cost-per-conversion of £2, we secured those all-important ticket sales while maximising the budget and ensuring ROI.


Paid social advertising and organic social posting

Boosting content and sharing it organically ensured that our blogs had as wide a reach as possible. Starting conversations and joining in with them helped us to stay front-of-mind – we received more than 38,000 social interactions, and our content was collectively shared more than 8,000 times.

What the Client Says About Us

“I enjoy working with theEword due to their passion, their commitment, their can-do, solution-focused attitude.”

– Cassie Forshaw, European Marketing Director at Merlin Entertainments

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Start your project with us

We use the right channels and the right strategies to deliver relevant audiences destination