Blackpool’s Back For More

28 May 2015

Blackpool is well and truly back this year after visitor numbers were boosted by an incredible 200,000 people last year.
The campaign, launched summer 2014, reminded families that Blackpool is the modern seaside resort – highlighting the amazing family offer as if seen through the eyes of a child.
This summer, #BlackpoolsBack will ramp things up even further with an exciting programme of activities and events already proving to be a winning tourism-boosting formula – additions include the brand new Sky Force at the Pleasure Beach, a new interactive viewing experience in the Tower, Olly Murs’ as the latest arrival at Madamne Tussauds, SEA LIFE Stingray Adventure and iconic entertainment including one of the longest-running shows in West End and Broadway history, Andrew Lloyd-Webber’s CATS, at the Winter Garden’s Opera House Theatre, to name a few.
In summer 2014, the initiative successfully challenged negative perceptions of the resort, by reminding families that the famous resort is the best choice for a fun filled, seaside break in the UK.
Merlin Entertainments – which runs a host of attractions in the town including The Blackpool Tower, Madame Tussauds and SEA LIFE – together with VisitBlackpool, designed the exciting family-focused awareness campaign to re-energise the iconic resort.
There were a huge 3.51 million adult visits to the north-western seaside resort in the May to August period compared to 3.3m the previous year – an increase of more than 200,000 people.
The campaign underlined the massive investment and regeneration that has taken place in the town over the past seven years, resulting in a resort that’s more current than ever.
And, the campaign has also worked wonders to positively influence visitor satisfaction rates – with 89% of tourists saying they were satisfied with their visit to the resort in 2014, up from 84% the previous year*.
The campaign received global media attention, not least due to a huge stunt – a Guinness World Record for the world’s largest beach ball – staged on the beachfront with the iconic Blackpool Tower as a backdrop.
This year, the campaign will return to TV on 19th June, and use the VisitBlackpool website as a central hub, providing potential visitors with crucial information about key attractions and the extensive events programme, as well as giving the opportunity to book tickets and choose accommodation.
Investment will also be allocated to PPC activity, digital advertising, blogger activity and a host of traditional media competitions.
Alan Cavill, Director of Place, said: “Blackpool attracts 13 million visitors a year and is the UK’s most visited seaside resort by some distance.
“With year two of the #BlackpoolsBack campaign, we are aiming to re-engage even more families that used to visit the resort, perhaps as youngsters themselves, as well as stimulating new visits from families and younger couples for whom Blackpool is simply not on their holiday radar.
“We will work with independent hotels, restaurants and other business owners to ensure the collaboration has a positive effect across the resort.
“Last year was an overwhelming success – not only boosting summer visitor numbers by 200,000 but also helping to change the perception of the resort among so many people, as illustrated in the satisfaction rates.”
Merlin spokesperson Iain Hawkins said: “Blackpool is definitely back and after the success of last year’s campaign we are planning lots of exciting developments this time around to encourage even more parents to come and share their own childhood memories, or create new ones together.
“We're confident that our new campaign will encourage more families and visitors to experience the resort for themselves and be surprised and delighted with everything we have to offer.”
The #BlackpoolsBack campaign came on the back of a £250m Blackpool Seafront regeneration project which had already enjoyed a positive impact, with Merlin bringing its global attractions to the town including Madame Tussauds, the only Madame Tussauds in the UK outside of London and The Blackpool Tower Dungeon.
It has also acted as a catalyst for several other major new projects like the multi-million-pound Talbot Gateway business and cultural district and new housing developments.
*Omnibus, 5000 UK households surveyed – September 2014
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For further media information including images, press trips or to arrange an interview then please contact Brazen – T: 0161 923 4994                                   E: [email protected]
VisitBlackpool is the tourism arm of Blackpool Council and is tasked with promoting the UK's most popular holiday destination to leisure and business visitors, both domestically and internationally.
MERLIN ENTERTAINMENTS plc is the leading name in location-based, family entertainment. Europe’s Number 1 and the world’s second-largest visitor attraction operator, Merlin now operates 102 attractions, 10 hotels/3 holiday villages in 22 countries and across 4 continents. The company aims to deliver memorable and rewarding experiences to its almost 60 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and more than 20,000 + employees.
Among Merlin’s attractions are – SEA LIFE, Madame Tussauds, LEGOLAND, The EDF Energy London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, THORPE PARK Resort, Blackpool Tower, Heide Park Resort, WILD LIFE Sydney Zoo, Sydney Tower Eye and SKYWALK.  All brands which are distinctive, challenging and innovative – and which have great potential for growth in the future. Visit for more information.

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