Oxygen websites raise Woburn profile

Woburn Enterprises is responsible for a number of leisure related businesses including Woburn Safari Park, Woburn Abbey and Woburn Golf Club. After a rebranding by their marketing agency and the creation of the over-arching 'Discover Woburn' brand, the identities of all the businesses were harmonised.

Oxygen created a Discover Woburn website portal and produced the 30 second and 10 second TV commercials - plus a 30 second cinema commercial - to drive traffic to the portal, which provided summaries of (and links to) seven Woburn-branded attractions, each with its own Oxygen-designed website.

For the first time, promotions for all the attractions were interlinked, cross-selling was made a priority and Search Engine Optimisation received the focus it deserved. In addition, a database of visitors to the websites who expressed an interest in being kept up to date was collected. Details of events and offers were emailed to subsets of the database with carefully-designed e-shots and the responses tracked.

Over a period of 3 years, visitor numbers were increased by 2000%!