Longleat is one of Britain’s most iconic attractions, home to the UK’s original drive through safari. Loved by generations, it holds a unique place in British culture as a nationally treasured day out where heritage and adventure meet.
However, Longleat’s previous website failed to reflect the scale and quality of the attraction. So when we were asked to capture the excitement, adventure and heritage in a digital experience that inspires a new generation of digital first visitors, we said yes!
With today’s families increasingly discerning about how they spend their money, the battle for footfall was on. The site was not connecting with digital-first millennials who now hold the purse strings. It lacked the depth and vibrancy needed to convince people that the ticket price was exceptional value.
The old site under-promised and created hesitancy at checkout – so we were tasked with bringing to life a new user-centred experience which would have immediate commercial impact.
We set to work, reframing Longleat’s digital identity around a bold new creative proposition: ‘The Home of… Big Adventures, Close Encounters and Loveable Characters’ helping us to focus on the content that would have the greatest impact on our biggest objective - increasing conversion.
Live attractions in the UK are working harder than ever to drive footfall in a world where staying home is an increasingly enticing option. Longleat comprises a stately home, driving safari, boat trip, maze, events and much more. This complexity was working against them - it was hard to show that Longleat offered a full day out, well worth the ticket price.
Conceptualising the digital design began with principles of emotional depth, immersive scale, joyful storytelling, and cohesive brand experience – ensuring every interaction felt close to the action, aligned with Longleat’s physical world, and built trust through meaningful engagement.
We talked to everyone from the lemur keeper, sweet shop server and visitors for insight into the stories that made the experience unique, dynamic, and universally loved. These stories set us playfully and confidently on the right path - we began by viewing the brand through visitors’ eyes. Guests described it as “phenomenal,” “unforgettable”, “legendary.” – language that became the emotional benchmark for our creative direction.
Overall, Longleat’s digital identity was overdue an overhaul. It needed to authentically bring to life the place and its people. There was potential, it just needed some innovative and creative thinking to bring it to life.
We introduced a new proposition: “The Home of...” This narrative gave Longleat a confident voice of ownership, showcasing its diverse offer through three experience pillars: Big Adventures, Close Encounters, and Lovable Characters.
Audience insight empowered us to add short-form video formatted to feel like a social feed, and a day planner tool that communicated everything included in the standard ticket - removing a known doubt in peoples mind before check-out.
The magic needed to land immediately on the homepage. A dynamic masthead welcomes you to “The Home of...” while immersive visuals evoke the sights of Longleat. Interactive cards allow visitors to explore attractions intuitively, creating a sense of discovery and excitement from their first click.
Scroll down and you’ll meet animated avatars of Longleat’s cheekiest residents - lemurs peeking through rustling foliage, meerkats swinging from branches – playfully greeting users. These charming components aren’t confined to the homepage; they keep drawing visitors in through interactive storytelling. Stop by the lion’s page and you’ll find striking photography, bite-sized facts, and VIP experiences to enjoy.
To mirror the energy of the park, both through its educational and conservational impact, we introduced behind-the-scenes videos styled like social media stories, keeping content fresh, enabling cross-platform use, and creating efficiencies while offering an authentic, scrollable glimpse into park life.
By putting Longleat on a more flexible and stable technical architecture, it was possible to revamp the visual language, amplifying Longleat's identity through a range of mobile-first UI, unlocking its full potential in a bold, digitally native way.
In collaborating with the team at Longleat, we’ve delivered a digital brand language that makes a heritage brand relevant to the next generation, delivering a comprehensive step change in the Longleat customer journey. Not only that, but Sessions are up 8.9% YoY and finally, conversion rate is up 25.88%.
Whilst the old site under-promised, creating hesitancy at checkout, the new user-centred experience has had immediate commercial impact: a whopping 39% increase in ticket purchases compared to the previous period.
Not only that, but sentiments around the rejuvenated experience also revealed that visitors feel more confident and excited about future visits. When asked to rank the new site based on sentiment, users showed an uplift across key emotional and behavioural metrics:
User feedback reinforced this emotional connection:
Ultimately, the transformation proves that by uniting bold creative, immersive UX and purposeful storytelling, the new platform has turned Longleat Safari Park’s website into a true extension of the attraction itself, driving measurable commercial growth while restoring its power to excite, convince and convert a new generation of visitors.
