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Cbeebies Land - At Alton Towers


I worked with the BBC on the CBeebies Land visitor attraction for three years. The success of CBeebies Land is attracting families with young children to the resort has underpinned the decision to invest in two new attractions and a 76-room CBeebies Land themed hotel.

To promote these new developments, my team were appointed to design the new CBeebies Land website following a three-way pitch.

Alton Towers Booking System

My role was Digital Project Manager and Development Lead for the interactive prototypes. I worked with the marketing team at Alton Towers to devise interactive elements and integrate them into the booking system. 

I managed the development of various prototypes and interactive games and elements. 

To fulfil the brief of bringing CBeebies Land to life online, our approach was to focus on the characters, as they are closest to the hearts of the young audience.

The site was built using HTML5 and layered, parallax animated movement to put the characters front and centre, bringing life to the imagery under the guidelines of various IPs. We also worked to extensive BBC brand guidelines to create a themed navigational structure, home for the much-loved characters and front-end to the external booking engine.

Following the initial launch of the new website, there is a planned phased deployment of regular additions to the site in the form of character-led interactive content and games.

In addition, the site required a full content management system to allow Alton Towers staff to update all brochure content. The CBeebies-themed hotel site was fully integrated with the Merlin booking system to allow visitors to have access to immediate booking and promotions etc. 

Project Details

Stand-alone site promoting the launch of the new Cbeebies land area within Alton Towers. Creative brief

and functional specification development

UX and visitor journey design

Creativity within brand guidelines

HTML5 and CSS expertise

Optimising IP appeal

Campaign tailorable interactive content

Umbraco CMS build