Reimagining the British Seaside: A Bold Vision for Blackpool Tourism
One Town. One Vision. One Cheeky Gull: Transforming Blackpool’s Tourism Identity
The Business Challenge
Blackpool, once a beloved British seaside destination, had suffered from declining visitor numbers due to negative perceptions of deprivation and outdated appeal. Families, a key audience, were avoiding overnight stays, significantly impacting the town’s economy. Despite world-class attractions, fragmented ownership and a lack of unified marketing further hindered efforts to reposition Blackpool as a premier tourist destination.
The Diagnosis
Blackpool wasn’t broken—it just needed a new story. By tapping into its magic, we reminded families that this town wasn’t just a trip; it was an adventure waiting to happen.
The Solution
Merlin united Blackpool’s attractions under one bold vision, introducing Nigel C. Gull as its cheeky new mascot and shifting the town’s story to ‘The UK’s Capital of Family Fun.’ Targeted regional marketing fuelled the campaign, turning day-trippers into overnight guests.
The Results
52% Uplift
in visitors, despite a 40% reduced media budget.
22% YoY Growth
in Visit Blackpool website traffic, signalling increased intent to visit.
£9.90:1 ROI
for the Town, demonstrating strong economic impact.
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