Longleat
Channeling Longleat’s magic into a high-performing digital experience families love
Longleat is no ordinary day out. Set on a grand estate in South West England, it offers everything from safari drives to stately home tours, boat rides, animal encounters and even the UK’s largest hedge maze.
But while the experience on the ground was magical, the digital journey felt flat. A world-class day out looked ordinary online, leaving cost-conscious families unconvinced that there was value behind the premium ticket price.
Our challenge was clear: turn an outdated, underwhelming website into an immersive, conversion-driving experience to win over digital-first parents. It was a chance to unlock commercial value by bringing Longleat’s brand and experience to life for modern audiences.
The task was twofold: simplify a complex offer without stripping away richness while sparking excitement from the very first click.
We began where all great adventures do: out in the wild. We immersed ourselves in the experience, speaking to staff, families and volunteers to capture their words, behaviours and expectations first-hand.
Their language - playful, personal, full of wonder - inspired a new creative proposition: The Home of Big Adventures, Close Encounters and Loveable Characters. This became our North Star, shaping content, design and UX around moments with the most emotional - and commercial - potential.
Visually, the new site bursts with life. Lemurs swing from the masthead, meerkats peek from the foliage, and lions roar to life through spotlight pages filled with striking photography and bite-sized facts.
We revived a dormant rebrand, using bold colour pairings - regal purples for the stately home, vibrant greens and oranges for the safari - to give the experience structure, surprise, and energy.
Every design and content decision was rooted in user insight - from the moments that sparked joy, to the friction points that slowed them down. Immersive reels, scrollable image cards, and an intuitive day planner made it easier to picture, plan and book a full day out. Behind the scenes, a flexible technical architecture ensures the site can adapt as Longleat evolves, future-proofing the experience for years to come.
The result? A joyful, high-performing digital experience that reflects the magic of the park – and drives results. Ticket purchases rose by 39%. Conversion rates jumped 25.9%. 45% more users said they’d spend a full day at Longleat. Brand perception soared, with a 38% uplift in visual performance and personality.
By putting the voices of visitors and staff at the heart of the process, Longleat’s new digital home finally matches the scale and spirit of the adventure it offers, inspiring more families to book. This sets the stage for years of unforgettable experiences.