Underscore, a leading branding agency, was tasked with revamping the digital brand strategy for Brighton Palace Pier, the top tourist destination outside London. The goal was to increase footfall and spend per head. Underscore developed a vibrant messaging suite that reflected Brighton’s colorful history and seaside charm, inviting visitors to ‘Brighton’ their mood.
Underscore’s innovative approach led to impressive results. The digital promotions for activities, wristbands, and events significantly bolstered the pier’s digital community. The first year saw record annual sales of £40M for the venue, and the pier group has consistently exceeded market expectations year on year since the engagement. The revitalized online brand and social presence fostered a stronger connection and sense of community among visitors.
- Embracing local history and culture can effectively revitalize a brand and increase visitor engagement.
- Digital promotions can significantly boost community building and sales.
- An effective digital brand strategy can lead to consistent year-on-year growth.