Alton Towers enhances user engagement and revenue by 71% through content marketing and website optimisation

Alton Towers Resort, located in Staffordshire, is one of the UK’s most celebrated theme parks, offering a diverse range of attractions, including a water park and themed hotels. As part of the Merlin Entertainments Group, it has evolved into a family-friendly resort destination over its 40 years of operation.

Alton Towers Resort faced challenges with driving visitor engagement without relying on the launch of new attractions. Their existing website needed a thorough overhaul to accommodate the increasing traffic, particularly from mobile users, while optimising for non-brand search terms to attract new visitors. A backlog of essential updates and required user experience improvements further complicated their efforts as they prepared for seasonal openings.

The resort identified content gaps that limited their authority on key themes related to leisure and tourism, restricting visibility compared to emerging competitors. This created a need for a thorough and innovative approach to improve user engagement, drive targeted traffic, and enhance operational capabilities amidst rising expectations from a diverse audience.

Faced with the need to enhance user engagement and drive traffic amidst the absence of a significant new attraction, we crafted a unique strategy for Alton Towers that prioritised creativity and interactivity. Our team focused on leveraging data insights to design targeted campaigns that authentically connected with the diverse visitor profiles and enriched their online experience.

Alton Towers saw significant improvements across multiple key performance indicators. These impressive results not only solidified Alton Towers' position in the competitive leisure market but also demonstrated the effectiveness of our integrated digital strategies in driving meaningful customer engagement and revenue growth.