Brighton i360

Purple in partnership with Curve IT and Ruckus enabled Brighton i360 to deliver smarter marketing campaigns and enrich their customer data.

brighton i360 logo

Key Results

Average

TripAdvisor score of reviews driven by Purple

4.50

Ratings

for safety, cleanliness and appropriate PPE

5/5

Observation tower

Stat info

162m

Challenge

As a result of the COVID-19 pandemic, tourists have become concerned about spending time in an enclosed space. To aid their financial recovery from the pandemic, British Airways i360 needed to assure customers that the attraction is fully compliant, safe and clean through the use of guest WiFi. They also wanted to gather feedback from visitors about conditions at the attraction, and use this to drive change that will increase customer satisfaction and safety.

Solution

A survey has been implemented to monitor hygiene ratings and the subsequent results published in a newsletter to raise awareness of the action being taken while guest feedback is also communicated to the Head of Guest Experience to use in team briefings.

Company branded splash page updated to include relevant achievements: “We’re Good to Go” accreditation from Visit Britain and the highly regarded “Tripadvisor Travellers Choice 2020” award. Front of House staff are briefed on the solution so they are able to advise customers of the communications they will receive and why it is important to provide feedback.

Return on Investment

Since the survey and Tripadvisor connector were launched, visitor numbers have increased week-on-week, with significant growth in the number of WiFi sign-ins and also the average number of ‘opt-ins’. 70% of visitors gave the attraction 5/5 for safety, cleanliness, and appropriate PPE.

Purple has been really proactive in recommendations and implementation. The data is very easy to access and quickly led us to make improvements to our operation. Purple has become one of our core marketing tools.

Anna Prior
Head of Marketing @ British Airways i360

About British Airways i360

Brighton i360 is a 162m observation tower on the seafront of Brighton, England, where visitors can expect a 25-minute “flight” in a fully enclosed viewing pod, and experience 360-degree views across Brighton, the South Downs, and the English Channel.

It is also fitted with a “Sky Bar” that serves locally sourced beverages; plus a café, restaurant, and gift shop on-site.

Industry

Company size

An extension of British Airways, the Brighton i360 observation tower has attracted more than 1.8 million visitors between 2016 and 2023

Location

Brighton, United Kingdom

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