Snowdon Mountain Railway
Steaming ahead with Snowdon Mountain Railway’s brand, website and PPC campaigns.
Client
Heritage Great Britain
Industry
Travel & Tourism
Services
Branding
Brand Strategy
Brand Identity
Brand Guidelines
Website
Video
Photography
Digital Marketing
Paid Search
PPC
Snowdon Mountain Railway is one of the UK’s most cherished heritage attractions, known for its breathtaking ascent to the summit of Yr Wyddfa (Snowdon) and its century-old engineering legacy. Our long-standing client, Heritage Great Britain, approached us to elevate the entire brand experience, from how the attraction presents itself to how it reaches new audiences and performs commercially. Through a multi-disciplinary partnership spanning brand strategy, brand identity and guidelines, photography, video, website development and an award-winning PPC campaign, we helped re-energise the railway for a new era of visitors.
Getting to the heart of what makes the attraction unique with brand strategy.
Our strategic process began with deep research into the railway’s audiences, its operational realities and its place within Wales’ tourism landscape. Through stakeholder interviews, site immersion and competitor analysis, we defined a new brand strategy rooted in three core principles: the awe and emotional impact of the journey, the rich heritage behind the railway’s Victorian engineering and the unique sense of adventure that sets the experience apart. This strategic foundation guided every creative and digital decision that followed, ensuring the brand remained authentic while evolving to meet modern expectations.
Building on the new brand strategy, we created a refined, contemporary brand identity that honours the past while confidently looking forward. The design direction drew inspiration from historic rail signage and Snowdonia’s dramatic landscape, resulting in a visual identity that feels both timeless and fresh. A refined logo, distinctive colour palette, modernised typography and an expanded library of illustrations and design components together brought new cohesion and energy to the brand. The identity was designed to thrive across all touchpoints, from signage and print to digital platforms and advertising.
Brand guidelines.
To ensure long-term consistency and creative quality control, we developed extensive brand guidelines that clearly define the visual identity, tone of voice and application rules. These guidelines also established a photographic and filmic style, set expectations for digital usage and provided templates and frameworks for internal teams and external partners. The result was a confident, flexible system that empowers Snowdon Mountain Railway to maintain a strong brand presence across all communications.
Evolving the brand identity and developing a new brand language for a digital-first world.
Creating a world-class website to take the Snowdon Mountain Railway experience to a whole new level.
Photography & video.
We produced a full suite of high-impact photography and video assets to capture the drama, charm and emotional power of the journey up the mountain. Filmed and photographed across multiple seasons and weather conditions, the content showcases the sheer scale of the mountain, the craftsmanship of the steam and diesel engines and the sense of anticipation and joy experienced by visitors of all ages. These assets became central to the brand relaunch and provided the visual foundation for the social content, advertising, PR and paid media activity that followed.
Creating a world-class website to take the digital experience to a whole new level.
With the new brand in place, we designed and developed a modern, conversion-focused e-commerce website that brings the experience to life while making planning and booking tickets effortless. The website combines immersive imagery and video with intuitive navigation, practical journey information, real-time operational updates and streamlined ticketing flows. Underpinned by SEO-driven content and strong technical performance, the website was built to inspire, inform and convert – ultimately increasing digital visibility and driving ticket sales.
Taking ticket sales to new heights with a results-driven and award-winning PPC campaign.
To maximise commercial impact during the April–October operating season, we developed a highly targeted PPC strategy grounded in detailed audience segmentation and insight. We identified and engaged five distinct groups – families, tourists, adventure seekers, nature enthusiasts and history lovers – and tailored messaging to match their motivations. Search campaigns focused on relevance and intent, while Performance Max display activity used the visual assets we shot to build emotional resonance. Remarketing added another layer by capturing undecided visitors and encouraging them to complete their booking.
The campaign delivered transformational results. Against a monthly target of just 60 conversions, the PPC activity consistently generated thousands. At peak season, monthly conversions exceeded 4,500 and monthly revenue surpassed £225,000. Cost-per-acquisition fell to an extraordinary £0.17 and return on investment peaked at 15,405%. The attraction recorded its strongest season on record, with online demand driven directly by the precision and scalability of our campaign.
To top off the amazing results, our PPC campaign received industry recognition, winning Best Leisure & Tourism Campaign at the 2025 Prolific North Marketing Awards – a testament to the strategy, creative execution and performance delivered.
Our partnership with Snowdon Mountain Railway revitalised every part of the brand and delivered measurable commercial success. A refreshed strategic platform, a modern and coherent identity, rich new photography and film, a best-in-class website experience and an award-winning PPC campaign together helped future-proof one of the UK’s most iconic attractions. The result was not just improved marketing performance but a step-change in the way visitors discover, engage with and experience this remarkable journey for years to come.