Colin Glen
Website Development
Transforming Ireland’s leading outdoor adventure park
Brief
With plans to grow Colin Glen as a tourism hub at the heart of Belfast, Ireland’s leading outdoor adventure park needed to amplify brand awareness and garner higher audience engagement for its various attractions – including Ireland’s first alpine coaster, the Black Bull Run and Ireland’s longest zipline, the River Rapid.
Goals
Create a digital hub for visitors
Build a new user-friendly website, offering a new consumer touchpoint for the brand and facilitating online bookings
Community and stakeholder engagement
Engage local councillors, media, tourism bodies and partners to build excitement for new visitor attractions
Drive online growth
Encourage visitors to use the online booking system, and promote Colin Glen to an all-island audience to position it as a top tourist attraction
Launch exclusive new attractions
Manage the launch of Ireland’s first alpine coaster and Ireland’s longest zipline to build a buzz and drive bookings
Solution
Mitso worked to create a 360° integrated marketing strategy for Colin Glen, including digital and paid media campaign management and implementation, website development, asset and content creation, PR and new interactive park signage.
We created a bespoke, functional and user-friendly online customer booking system, fully optimised social media channels with a carefully crafted, storytelling-focused content strategy and a new suite of eye-catching photography and videography assets.
We’ve secured top tier press coverage across Ireland and engaged with key stakeholders like Tourism NI and Visit Belfast to strengthen Colin Glen’s brand awareness and ensure they’re recognised as one of the country’s top tourist attractions.
We also created brand aligned, digital-ready signage throughout Colin Glen, with additional QR code capabilities to direct customers to the website for further information for a 360° brand experience.
Campaign Results
40,000 new followers across social platforms
70,000 orders on the new online booking system
85 pieces of media coverage secured
PR reach of 48 million
8 million ad impressions
Social media ad reach of 1.5 million people
1.7million video ad plays
4700 email subscribers
Mitso has helped us to undergo a digital transformation. Having previously relied solely on walk-in and phone bookings, and with little understanding of the benefits of digital or budget to support it, this has truly evolved the capabilities of our business and secured our place as a leading tourism attraction. We are now attracting customers from across Ireland, something made entirely possibly via digital channels and Mitso’s efforts.
Colin Glen Chief Executive, Colin O’Neill
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