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How we helped improve guest experience at The London Eye

by Robbie Jones on 11-Apr-2017 09:00:00

The London Eye

Have you been on The London Eye? The views of England's capital overlooking the River Thames are breathtaking.

Originally opened as the 'Millennium Wheel' in 1999, it is the most popular paid tourist attraction in the UK welcoming over 3.75 million visitors every year - and has been the venue for over 5,000 marriage proposals since it opened!

The brief

We've been fortunate enough to work with the iconic attraction, through our client, Picsolve, who are the attraction's photography supplier. The brief from our original work with The London Eye was clear: Refresh The London Eye's photo merchandise offering to improve guest experience and increase spend per head.

We worked with Picsolve to help develop a range of new photography products for The London Eye. Here's what we created:

The photobook 

The London Eye Photobook

The London Eye required a premium photo gift product that matched the needs of the millions of people who visited the iconic landmark. This meant a product and price point that were simple, attractive and profitable.

We were able to design a photobook product which met all of these needs and had a short lead time from concept to launch. We worked closely with The London Eye, crafting content to ensure consistency with other retail products and using interesting facts to develop infographics.

The point of sale

The London Eye point of sale

All the sales areas needed improvement to make them more appealing and engaging for visitors. Old units were cleared and new POS signage and messaging was introduced, using a clear promotional offer agreed by the Picsolve retail team to increase uptake.

The added-value assets

London Eye Jubillee Green Screen photo

As part of our ongoing partnership with Picsolve, we've been appointed to work on many bespoke photo experiences for The London Eye, but the work we did to celebrate the Queen’s Diamond Jubilee in 2012 was special.

As well as designing Jubilee themed overlays for existing photo opportunities, we also worked on the marketing messaging for a range of Jubilee themed photo merchandise.

We also worked with Picsolve to help set up an interactive green screen experience controlled by touch screens with music and sound effects. Our video and motion graphics team developed animated scenes, creating an immersive and interactive experience for guests which they could purchase for a truly personalised photo memento of their day.

The results

The results of our work with Picsolve have been fantastic. The London Eye saw immediately higher sales and improved profitability. Spend per head increased by over 40% too, meaning the photo merchandise offering had successfully built on the improvement in the guest experience.

This type of experiential marketing is just one of many services we can offer, especially for the leisure and entertainment industry. We love to delve into a brand's personality and bring its story to life through a colourful combination of meticulous planning, impactful creative and innovative technology.

Augmented reality, virtual reality and projection mapping are just three of the other ways we've done this before with other clients. If you're interested in finding out more about our experiential marketing expertise and other projects we've worked on, take a look on our website.

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This post was written by Robbie Jones

Robbie is Digital Marketing Lead at Katapult. Being creative, strategic and keeping the goals of our clients in mind, his job is to devise brilliant marketing campaigns that work at a conceptual and strategic level.

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