The British Airways London Eye has appointed a new digital agency after a six-way pitch, replacing the Open Agency with Graphico.
Graphico has been tasked with creating a new digital strategy and developing an eCRM programme to build long-term relationships with consumers. London Eye marketing director Helen Bull oversaw the pitch.
Graphico will create a website offering a “rich media, dynamic experience” for visitors. The new site and digital strategy is scheduled to launch in early autumn.
The site was last revamped when the tourist attraction appointed The Open Agency in 2002.
Besides giving the London Eye a strong online presence, the new strategy will incorporate data capture and consumer tracking facilities, enabling the attraction to target consumers based on their previous site activity.
London Eye plans to offer partnership opportunities for would-be advertisers. The new site will feature links and advertising from various facilities such as restaurants and entertainment venues.
Graphico is a full service creative digital agency with a turnover of £5m. Its bluechip clients include Sony BMG and First Great Western. The London Eye is part of the Tussauds Group, which was bought this year by Merlin Entertainment for £1bn.