Semantic, a company that designs and optimises websites for visitor attractions worldwide, has developed the LOOP platform to offer attraction teams the flexibility to manage multiple brands or locations within a single CMS.
This single, scalable platform is designed to reduce digital fragmentation and offer both operational efficiency and creative freedom.
"The core philosophy of LOOP is simple: One platform to rule them all," says a spokesperson from Semantic.
"Instead of reinventing the wheel every time you add a new location or a seasonal sub-brand, LOOP allows you to run multiple websites and brands from a single CMS.
"This shared digital platform means that your core functionality (bookings, security and performance, etc.) is handled once, while the visual layer stays flexible."
Block-based approach
LOOP website for the Haynes Motor Museum and its multiple brands
See also: LOOP: engaging visitor attraction websites made easy
Continuum Attractions
UK-based operator Continuum Attractions selected LOOP to host all of its websites, leveraging the platform's multi-brand architecture to seamlessly migrate six sites ahead of the peak season, with more to roll out in the coming months.
With a portfolio of award-winning, story-led experiences that welcomes nearly two million visitors each year, managing a digital presence across these properties presents a serious operational challenge.
Continuum Attractions required a website platform that could meet the needs of each of its locations, from The Loch Ness Centre to York's Chocolate Story or the Coronation Street Experience, while ensuring efficient management at group level.
Websites for the Spinnaker Tower, the Real Mary King's Close, and The Loch Ness Experience
"LOOP's multi-brand architecture was built for exactly this," says a spokesperson from the company.
"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."
The group needed consistency, shared best practices, and the ability to roll out new attractions quickly without starting from scratch each time. Using LOOP, it could create and launch the first six sites in approximately two months.
Alex Caley, director of marketing services, Continuum Attractions, says: "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."
Earlier this year, Semantic announced that Sir Nick Varney, the former chief executive officer of Merlin Entertainments, had become a significant investor.
