BlueArc brings ‘Hollywood on the Gold Coast’ to life online for Village Roadshow

Summary

MyFun is owned by Village Roadshow Limited, and brings Australia’s favourite theme parks and attractions, including MovieWorld, together under one banner. The new Movie World website aims to improve the brand message, create a more engaging site experience, generate awareness and hype about the park and its new attractions. Ultimately, the site aims to drive visitors to buy online.

Challenges

The existing Movie World site was dated and did not convey the personality and character of Movie World or the in-park visitor experience. The site lacked impact and was failing to build excitement and anticipation among its target audience. Almost 50% of theme park sales are received via the website so it is a critical channel for MyFun.

Solution

It was important that the Movie World site portrayed its distinctive personality and achieved a more exciting online experience for the audience.

Sitecore was the recommended technology platform based on its ability to create an effective solution for not only the Movie World website, but for the multiple sites under the MyFun umbrella including Sea World and Wet ‘n’ Wild.

As a trusted digital partner and reliable Sitecore implementer, BlueArc was engaged by Village Roadshow to develop the Movie World site and later apply the Sitecore templates to the Sea World and Wet ‘n’ Wild websites.

BlueArc built the site to allow content and component reuse across the multiple websites, with all sites sharing the top header, footer and cart widget components. The Sitecore solution also features a product repository where product details can be shared across multiple sites. The Movie World website provides marketers with the ability to fully customise the look and feel of any page. Users can also utilise this functionality on the ‘Rides & Attractions’ section of the site, where each ride page has a custom theme.

The site contains tools to personalise content such as side panels according to user’s behaviour. Also, the cart widget makes use of content personalisation, featuring different recommendations according to the user’s product selections.

Using Sitecore, BlueArc has provided Village Roadshow with ultimate flexibility in creating a unique, personality-driven website with the added ability to maintain brand consistency across the MyFun websites.

Customer Benefits

The new Movie World site creates greater audience engagement, builds excitement and has succeeded in generating more ticket sales. The Movie World site brings the movies and characters to life, and allows marketers to add new pages and content that is themed and unique, without any additional technical development.

What the client said

“The Movie World site has been live since February 2012, and has received very positive feedback ever since. Users are spending more time on site and ticket sales have seen a significant increase. We have developed a strong relationship with BlueArc throughout the project. They have really taken the time to understand our business and respond to our requirements with enthusiasm and reliability.”

Meagan Phillips, Village Digital Campaign Manager.