Continuum Attractions launch 6x new LOOP sites in a day

LOOP's multi-brand architecture has helped Continuum attractions migrate multiple websites over to LOOP, seamlessly, ready for the main season.

Continuum Attractions welcomes nearly two million visitors a year to a portfolio of award-winning, story-led experiences across the UK. From The Loch Ness Centre in the Scottish Highlands to the Spinnaker Tower in Portsmouth, from York's Chocolate Story to the iconic ITV experiences at Coronation Street and Emmerdale, every Continuum attraction has its own distinct identity, audience, and brand. Managing digital presence across a portfolio that size is a serious operational challenge.

That's why we are delighted that they chose LOOP By Semantic to host all of their websites. The initial launch focused on their group website and the first 5 attraction brands, with more to roll out in the months ahead.

The challenge

Continuum needed a website platform that could serve every attraction individually without creating a management nightmare at group level. Each site needed its own look, feel, and content, managed locally by attraction-level marketing teams. But the group also needed consistency, shared best practices, and the ability to roll out new attractions quickly without starting from scratch every time. On top of that, cross-team marketers needed visibility across the portfolio.

Their new LOOP implementation solves this seamlessly, with the first 6 sites being ready and launched in approximately 2 months.  A fraction of the time compared to if they'd have had to build all the sites bespoke.

How does LOOP work for multi-site attraction groups?

LOOP's multi-brand architecture was built for exactly this. Each Continuum attraction gets its own fully branded LOOP site, with a custom design layer that reflects its individual identity. Local marketing teams manage their own content day to day. Group-level marketers have oversight across the portfolio.

Ticketing links out to Fusemetrix across the brands, keeping the existing booking infrastructure intact while LOOP handles everything in front of it.

• Shared LOOP instance powering the entire Continuum attraction portfolio
• Individual branded sites per attraction, each with its own design layer
• Localised content management for attraction-level marketing teams
• Group-level access for central teams
• Tiered user permissions so every team member has exactly the right level of control
• Ticketing via Fusemetrix surfaced across every site
• New attraction sites can be added to the platform quickly without rebuilding from scratch
• Opening times, events, alert messaging and content managed in-house at each location
• Six attractions launched seamlessly on the same platform rollout

Continuum said

"This has been a huge piece of work behind the scenes, made possible by the hard work, collaboration and dedication of our internal teams alongside the brilliant Semantic team. They look great and most importantly are performing well... and are a complete dream from a CMS usability point of view!

All of this is focused on one thing... building the right foundations to support our growth as a business. Because as we scale, having the best technology and systems in place isn’t just important, it’s essential.
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- Alex Caley - Director of Marketing Services

‍If you'd like help or more information about how LOOP can bring your brand to life online, just get in touch for a free discovery session (or just a chat!).