Case Study

Visit Blackpool

creating a compelling online destination for holidaymakers





Tourism is all about sights and experiences. Our work for Visit Blackpool involved creating a website that translates the many sights and experiences Blackpool offers its millions of visitors into an equally impressive online destination befitting its status as the UK’s top seaside resort.




01

Background

Visit Blackpool is Blackpool Council’s tourism arm and has a mission to showcase the UK’s most popular holiday destination to a worldwide audience. Its website, VisitBlackpool.com, is a key tool in furthering that mission and increasing the resort’s 13 million visits per year.

02

The Brief

We won a competitive tender to design and develop a new website for Visit Blackpool. The overarching aim of the new site was to maintain Blackpool’s status as the UK’s most visited seaside resort in an increasingly aspirational family holiday market. We were tasked with repositioning Blackpool as a contemporary, family beach resort; showcasing the breadth and quality of Blackpool’s year-round attractions, events and entertainment; and building upon the significant investment in regeneration and destination marketing that has been made in recent years.



03

What We Did

We designed and developed VisitBlackpool.com to align closely with Visit Blackpool’s existing brand to ensure it complemented the destination marketing work previously undertaken, which was already generating interest and resulting in an upsurge in visitor numbers.

We took the very easy decision to make Blackpool’s attractions the stars of the show. Some of Visit Blackpool’s core values focus on the ‘wow’ factor provided by its attractions - both internationally-renowned landmarks and hidden gems - and the unique and surprising nature of the resort, so it made sense to put its key sights at the forefront of the new website.

To do that we designed a site that is dominated by Visit Blackpool’s strong photographic assets. This helps to showcase the array of attractions, such as Blackpool Tower, the Winter Gardens and the Comedy Carpet, while also demonstrating the investment and regeneration from which the resort has benefited.

The snapshots of Blackpool’s many highlights draw on the resort’s seaside postcard heritage, and bring that tradition into a contemporary setting and styling.

The site is integrated with Visit Blackpool’s internal marketing system so that up-to-date information about accommodation and attractions is available to holidaymakers when they are browsing VisitBlackpool.com.


04

Results

Visit Blackpool now has an eye-catching and engaging website that gives people a visual account of the many reasons why they and their family should visit Blackpool.

The website is still relatively new, but has already been getting excellent feedback. One area in which an immediate improvement has been seen is the site’s bounce rate, which has fallen since our design was launched.

People are liking what they see when they arrive at the new website and are wanting to explore a little more, which suggests we have created an online visitor experience that is as captivating as a visit to Blackpool itself.

Phone screens showing the mobile experience