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Craven Alnwick Garden

Cravens' green fingers for Alnwick Gardens

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By The Drum Team, Editorial

November 3, 2008 | 2 min read

Cravens has launched a new interactive website on behalf of leading Northumberland tourist attraction, The Alnwick Garden, designed to create a contemporary online presence whilst encouraging sustainable relationships with family audiences and garden love

As part of an ongoing awareness-building campaign targeting regional and national visitors, the new website gives green-fingered visitors the chance to grow their own mandrake plant – complete with live weather feed using postcode mapping to ensure the plant is tended to accordingly. Incentives for growing the largest plant include a 2 for 1 voucher as well as dinner for four and evening tours of the Poison Garden – one of the Garden’s most popular and intriguing attractions - for the overall winner.

The site also contains in-built e-commerce and data collection capabilities, opening up new revenue streams for The Alnwick Garden and increasing effective customer relationship management.

The look and feel of the site originated from the ‘seasonal garden’ concept created by Cravens’ creative team, working closely with critically-acclaimed North East illustrator Sara Ogilvie to produce the finished artwork.

Cathy Atkinson, client services director, Cravens, said: “The new-look site brings The Alnwick Garden right into the 21st century – with fun and educational interactive elements to encourage repeat site and garden visits. The ‘Grown Your Own’ mandrake section in particular should entice audiences back to check on their virtual ‘green-fingered’ successes, whilst offering incentives to visit the Garden and its many attractions.”

Craven Alnwick Garden

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