Member Article

Garden grows with agency help

A Northumberland tourist attraction has been improving its online presence with the help of a Newcastle communications agency.

The Alnwick Garden’s new interactive website has been designed by Cravens to engage with family audiences and garden lovers.

As part of an ongoing awareness-building campaign targeting regional and national visitors, the new website gives visitors the chance to grow their own mandrake plant - complete with a 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 for the overall winner.

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

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

Cathy Atkinson, Client Services Director at 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.”

For further information about The Alnwick Garden and to see the new site go to www.alnwickgarden.com.

This was posted in Bdaily's Members' News section by Ruth Mitchell .