Digital revenue increased by
16%
The dancing was awkward. The data wasn’t. Our latest campaign for The Merton delivered the goods.
Webreality is well known for websites and software.
Over the years, that strength has sometimes led to us being neatly placed in the “they make websites” box. A fair assumption on the surface. It’s also partly our own doing. In the early 2000s, our tagline was simple and direct, “We make websites.”
More than a development shop
We still do make websites. But we’ve grown far beyond that.
Behind the reputation sits something broader:
- Strategic thinking
- Creative concept development
- Scriptwriting
- Campaign identity
- Production design
- Paid media strategy
- Reporting
Fine Tuned for Fun for the Merton Hotel brought all of that together in one fully integrated advertising campaign.
The brief was simple but commercially critical: drive early bookings for spring and summer 2026 by reconnecting with families and re-engaging audiences who already know and love the Merton experience.
The opportunity
The Merton is defined by its people.
From lifeguards and entertainers to housekeeping and kitchen teams, it’s the staff who turn a stay into a cherished memory. That gave us an opportunity to create something distinctive, character-led and rooted in the real experience guests already recognise.
The idea
Fine Tuned for Fun reimagines the Merton’s winter downtime as a secret research period.
While the hotel is quieter, staff become straight-faced “scientists” in a fictional Department of Fun. Their job? To rigorously test and calibrate every detail of the guest experience before summer arrives.
From flume speed tests to dad dancing assessments, the campaign leans into a playful laboratory aesthetic. Lab coats, clipboards and mock test screens create a consistent visual identity.
The message is simple. By the time families arrive in summer, every splash, laugh and memory has been fine tuned for maximum fun.
Bringing it to life
Our team led the campaign end to end:
-
Concept development
-
Scriptwriting
-
Campaign identity and visual system
-
Production design
-
Digital marketing strategy
-
Ongoing performance reporting
The campaign was targeted at families and a warm remarketing audience, including users who had previously visited the Merton website or engaged with its social channels. Familiar faces from the hotel team helped reinforce recognition and emotional connection.
Partnership in action
We worked closely with our trusted video production partners, Slingshot Films.
A strong relationship built on trust meant both teams could focus on what they do best. Creative direction, identity and strategic thinking sat firmly with our team. Slingshot brought cinematic execution, technical expertise and production craft.
The results so far
The campaign launched just before Christmas, with performance data measured across January 2026.
Early results show strong engagement from a highly targeted family audience:
-
6.5% click through rate on display - over six times the 1% industry average
-
0.08p average cost per click (industry average is 51p)
-
Hundreds of positive reactions across paid and organic social
For a remarketing-led, brand-driven creative campaign, these are encouraging early signals. Strong click through rates and low cost per click indicate that the concept is resonating, while social engagement confirms that audiences are connecting emotionally with the content.
Most importantly, the campaign is supporting the primary objective: increasing early bookings. The Merton Hotel has seen the following uptick in KPIs compared to the same period last year:
Online transactions increased by
20%
Total users increased by
40%
More than a campaign
Fine Tuned for Fun has done more than just generate clicks.
It brought together teams from across the Merton, from entertainment and aquadome staff to housekeeping and kitchen teams. The production process became a genuine team-building exercise, celebrating what they do best: entertaining families.
It also stands as proof that creativity still cuts through.
In a landscape flooded with rinse and repeat automated campaigns, audiences are drowning in forgettable ads. The brands that stand out are the ones with genuine character and a distinctive creative voice.
Ideas that belong to your brand
Fine Tuned for Fun was never designed to blend in. It was built around something uniquely Merton, its people, its humour, its energy.
This is the difference between simply running ads and building a campaign. It’s the difference between automation and imagination. And it’s where a creative agency brings real value, shaping ideas that belong to your brand and nobody else's.
