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.
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.
Paid SocialDriving visitors through paid social channels
Google AdsDriving traffic through Google Ads
Content MarketingCreating engaging content that drives awareness and traffic
PRLeveraging PR to drive digital traffic