Conversion rate for selected PPC ads
Social media interactions
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.
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.
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.
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.
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.
“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
We use the right channels and the right strategies to deliver relevant audiences destination
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