Out of this world brand and website wows adventure golfers
Adventure Leisure, part of Burhill Group Limited, is the largest adventure golf operator in the UK offering seven outstanding facilities. With another three launching this year and many more scheduled for the future, they came to Katapult for help on evolving their adventure golf brand, ‘Mr Mulligan’.
Adventure Leisure wanted to grow the Mr Mulligan brand and realise the potential of their biggest and best promotional tool - their website.
As well as a brand that would interest their adult and adolescent buyer personas, Adventure Leisure wanted to improve the look and performance of their existing website, which has the ability to take bookings for their adventure golf venues.
Working closely with the team at Adventure Leisure, we hosted brand and website UX (user experience) workshops initially to establish the direction of the project, before putting pencil to paper on this exciting leisure project.
To accommodate a more mature target audience, we introduced a stronger tone of voice and texture to the brand, causing more intrigue and mystery - thus creating an identity to cater to a wide and varied audience. We also developed the brand guidelines to give clear direction on strategy, look and feel, tone of voice and separate identities for the various themed sites.
Following in-depth research on their buyer personas and their customer journey on the website, we worked on a new information architecture, layout and content priorities for the new site. Design style tiles were produced to agree a look and feel, before the design was implemented on the site. The finishing touches of personality were then added to provide an engaging and entertaining experience.
Three weeks after launch of the new brand and fully responsive website, page views were up by 68% on the previous timeframe. The bounce rate of the whole website had dropped dramatically from 64% to 22% - and continues to perform well in providing an entertaining experience and encouraging prospects to visit their adventure golf sites.
Katapult have provided the missing creativity needed within the Adventure Leisure portfolio. Through a series of workshops and creative sessions, they have been able to artistically produce the thoughts and visions of the employees to generate an impressive look and feel to the Mr Mulligan brand. Whilst being able to maintain the family design and tone for families and children, they have captured the imagination of the older generation and portrayed it as a great place to visit. We look forward to working with Katapult through the launch of two new brands heading towards the market. - Craig Murray, Marketing Manager