Paultons Park were rebranding and wanted to launch a new attraction within the park, called The Lost Kingdom. The rebuild would have two new and exciting roller coasters, Jurassic themed family rides, a prehistoric dinosaur adventure play park and impressive animatronic dinosaurs. Destination were approached and asked to develop a responsive mini website and create specific branding for this new attraction. This involved supplying new park and catering signage, marketing materials and other advertising content.
Using the ride assets as a base, Destination devised the entire creative theme for The Lost Kingdom. The aim being to bring it alive to visitors of all ages. This began with producing concepts for over 70 signs and developing this demand to include further signage for the launch day, multiple catering areas and any other peripheral marketing. In addition, we also composed a suite of marketing collaterals, large format advertising and launch day materials to ensure that we covered all possible marketing requirements.
"We have been working with the team at Destination for a good number of years and very much view them as an integral and expanded part of our Marketing Department. Destination work on both our headline creative and our websites and have always produced work of the highest quality helping us to promote the Park in a dynamic, modern and befitting manner that conveys the magic, excitement and quality of our attraction. The team at Destination are a hard-working, dedicated and talented group of individuals who are so friendly and a pleasure to deal with. Destination CMS always meet our deadlines and are forward thinking in suggesting new approaches and technologies to ensure both our brand and websites continue to evolve and move forward." - Rob Griffiths, Marketing Director, Paultons Park LTD
A mini responsive website was also developed for the launch, including links to a blog, video footage and an interactive game intertwined with the launch of the new park.
In the month The Lost Kingdom launched, there were 1.3 million website page views and 250,000 users. In the year that followed The Lost Kingdom opening, website visits increased by over 20.7%, and the attraction gained 11.8% more users, noting an increase of 17.5% in page views. The Lost Kingdom is now established within the park as a busy stand-alone themed area and continues to grow in popularity.