188%

increase in keywords ranking in position 1-3

44%

increase in sessions

40%

increase in conversions

Wake The Tiger Billboard Wake The Tiger

About

Wake The Tiger is a self-styled ‘Amazement Park’ and the UK’s largest immersive art experience, offering an interactive self-guided experience over 40 environments for all ages. 

With a strong narrative thread running throughout the whole experience, Wake The Tiger invites you to discover a portal and enter the fictional world of Meridia, which has experienced near-complete climate and societal breakdown. Throughout the experience you’ll encounter mesmerising art installations, interactive elements, and storytelling including the odd actor bringing this world to life. 

Put together by the creative minds behind Boomtown, Wake the Tiger is a well known brand to anyone from Bristol and we were (and still are) so excited to be working with them to help spread the message further afield.

“Paul and the team worked closely with the team to develop our SEO strategy, from the more technical requirements right through to tone of voice and rich content required. As a result we are seeing less and less reliance on paid media which is the ultimate goal. We can’t thank them enough.”

Lucy Jarjoura – Sales & Marketing Director – Wake The Tiger

Lucy Jarjoura Wake The Tiger Wake The Tiger

The Challenge

As well as some minor technical challenges around page speed, Wake the Tiger’s website was relatively underdeveloped in terms of targeting organic search, being heavily reliant on paid media for driving ticket sales. There were also gaps in the website’s on-page SEO for critical services like venue hire and school trips. 

As a unique immersive art attraction, Wake The Tiger had already experienced some early success, but their awareness and audience engagement were geographically limited, with most of their traffic coming from local visitors. 

Our primary objective therefore centred on extending their reach beyond the existing customer base within the BS postcode area, as well as targeting families, schools, and businesses for their expanding offering, including private venue hire, seasonal events, adult only after hours tickets and educational trips.

The wider marketing aim was to position Wake The Tiger as a premier venue for corporate and private events, requiring us to rank well for competitive keywords like “exclusive venue hire Bristol.”

We also needed to address their unique position geographically. Although they are based a stone’s throw away from Temple Meads Train Station, Wake The Tiger is located outside the city centre, meaning off the street footfall is low and many visitors to the city are unaware of how accessible the venue was. 

 

screencapture wakethetiger the experience 2024 09 24 17 13 20 Wake The Tiger
screencapture wakethetiger home 2 after hours 2024 09 24 17 15 34 Wake The Tiger

What We Did

Unlike most of our organic SEO campaigns, our approach to Wake The Tiger was slightly back-to-front with our offsite strategy taking pole position. 

As Wake The Tiger’s internal digital team would be doing this outreach in-house, we thought it best to get the strategy document and site list created upfront so they could make a start ASAP. 

  • Outreach strategy: Focused on building a catalogue of 50+ sites, including popular listicles and blogs like Tripadvisor and Visit Bristol, that covered relevant themes such as “best days out in Bristol”, “venue hire”, and “children’s birthday parties”. This outreach focused on increasing backlinks and offsite mentions, as well as improving visibility within popular sites like Tripadvisor’s own search results.
  • Keyword research & onsite optimisation: After handing over the outreach plan, we conducted keyword research and competitor analysis to optimise their core service pages (venue hire, birthday parties, school trips) and improve overall search visibility.
  • Technical SEO: We conducted a thorough site audit, resolving any issues related to crawling, indexing, and mobile-friendliness to improve overall SEO performance. We then conducted a number of page speed improvements, optimised their alt tags, and ensured the website’s structure was set up to facilitate better crawling and search rankings.
  • Wireframes and content creation: We developed wireframes and optimised content for the homepage and all their key service pages in order to make them more search-friendly and engaging to users.

The Results

  • Higher visibility: Wake the Tiger now ranks second for “birthday parties Bristol,” third for “school trips Bristol,” and fifth for “educational trips Bristol”, all highly desirable keywords we were targeting.
  • Traffic increase: Over a 60-day period, organic traffic to the optimised service pages increased significantly, particularly for birthday parties and venue hire.
  • Conversions & engagement: Contact form submissions and newsletter signups have increased steadily, especially in the last 80 days at the time of writing (Sep 2024).
  • Improved local SEO: The execution of our outreach strategy has improved Wake The Tiger’s visibility on major sites like Visit Bristol and TripAdvisor (see image). Moving them into the top three recommended activities in Bristol, on both of these platforms, is significantly boosting local traffic.

Our results for Wake The Tiger are broken down below:

Jul – Sep 2024 vs previous period:

  • 48% increase in users
  • 44% increase in sessions
  • 40% increase in conversions

Year On Year (2023 vs 2024):

  • 16% increase in users
  • 10% increase in sessions
  • 76% increase in events (clicks, scrolls, page views, etc)

Rankings growth (Jan 2024 vs Sep 2024):

  • 48% growth in keywords ranking in positions 1-3
  • 188% growth in keywords ranking in positions 3-10
  • 101% growth in keywords ranking in positions 11-25

screencapture tripadvisor co uk Tourism g186220 Bristol England Vacations html 2024 09 25 15 44 50 Wake The Tiger
WTT Ranking Keywords Sep vs Jan 2024 Wake The Tiger
Source: Ahrefs
Organic Traffic Oct 23 Oct 24 Ahrefs Wake The Tiger
Source: Ahrefs

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