Unlocking Liverpool’s icon with Heritage Great Britain.

  • Advertising
  • Branding
  • Digital
  • Content Marketing
  • Photography
  • Social Media
  • Video

The Royal Liver Building stands proud at the heart of Liverpool, watching over the city as one of its ‘Three Graces’ and a cultural symbol of its history and its people. Opening to the general public for the first time since its completion in 1911, the new Royal Liver Building 360 experience offers global audiences the chance to tour some of the building’s hidden secrets.

Visitors will be taken on a journey to the 15th floor to take in panoramic views across Liverpool from the most iconic viewing point in the city and be amazed by a world-class digitally-mapped audio-visual experience in one of its clock towers.

Challenge

Owned by LiverBuildingCo and operated by Heritage Great Britain, Holdens was tasked with creating a modern, iconic brand identity, sleek new e-commerce website and activation marketing campaign for the experience. All of which had to be deserving of the building’s heritage and prestige to captivate visitors from all around the world, as well as integrate seamlessly with the experience inside the building.

Approach

We set about sculpting a brand that was striking yet playful, balancing this with the rich history and vibrant story the world-class attraction has to offer.

We designed and built a dynamic e-commerce website that includes state-of-the-art drone videography, interactive features, and a fully integrated ticketing system.

Then we unleashed a hardworking social and digital content strategy to drive engagement, website traffic and ticket sales. And we supported online with outdoor, with a larger than life out-of-home campaign across Liverpool.

Outcome

The results speak for themselves. The campaign on social has reached over 250,000 people. The website has had more than 45,000 unique visitors and with over 5,000 tickets sold, sees an impressive conversion rate of 11% – double the industry average. And all of that before the doors have even opened. This bucket list experience opens to the general public on 3rd April 2019.

Click here to visit the RLB360 website and book your tickets!

 

Results

350K+

Reach on social pre-launch

6.3K+

Tickets sold pre-launch

£90K+

Revenue generated pre-launch

60K+

Unique website visitors pre-launch

10.6%

Booking conversion rate

x5

Industry conversion average

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