Irvin Leisure

The Challenge

Irvin Leisure is London’s number one funfair company, operating since 1841. The George Irvin name is synonymous with quality funfair entertainment across iconic London locations and major festivals.

Despite their market-leading position, their digital presence didn’t reflect their professional standing:

The Old Website Didn’t Match Their Reputation

• Outdated design that didn’t showcase their premium position in the market
• No clear differentiation between services for families vs. event planners
• Difficult to navigate and find information about upcoming funfairs
• Not optimised for mobile devices (where most searches happen)

Missing Critical Digital Features

• No online token sales - Irvin Leisure wanted to be the first major UK funfair to sell tokens online at scale
• No dedicated ride hire section - Event planners had no streamlined way to explore rides and request quotes
• No upcoming funfairs hub - Families couldn’t easily discover which funfairs were happening and when
• No detailed ride pages - No way to showcase individual rides with photos, videos, and specifications

The opportunity was clear: Build a modern, professional digital platform that reflects their market leadership and makes it easy for both families and event planners to engage with their services.

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Our Strategy

We built a completely new website from the ground up, designed around two distinct user journeys.

1. Modern, Professional Design

A fresh visual identity that reflects their position as London’s premier funfair operator:

• Clean, professional design with high-quality imagery
• Mobile-first responsive layout
• Fast performance and seamless user experience
• Clear navigation separating family services from business services

2. Industry-First Online Token Sales

Integrated e-commerce functionality making Irvin Leisure the first major UK funfair to sell tokens online:

• Partnership with well-renowned ticketing platform
• Secure payment processing
• Token management system
• Digital ticket delivery

3. Dedicated Ride Hire Section

Purpose-built area for event planners looking to hire rides:

• Browse all available rides with detailed specifications
• Professional photography and video showcasing each ride
• Simple quote request system
• Clear pricing and availability information

4. Upcoming Funfairs Hub

Central discovery point for families looking for funfairs:

• Searchable calendar of all upcoming events
• Filter by location and date
• Featured rides for each event
• Location pages for regular venues (Hampton Court Palace, Clapham Common, Crystal Palace, etc.)

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The Results

478% increase in online revenue with 376% growth in online orders and 288% growth in token sales year on year, whilst achieving 575,000+ site visits and a 12x return on ad spend.

E-Commerce Breakthrough

Irvin Leisure became the first major UK funfair to successfully implement online token sales at scale:

• 478% increase in online revenue year on year
• 376% growth in online orders through the platform
• 288% increase in token sales via the e-commerce system
• Groundbreaking digital transformation for the traditional funfair industry

Email Marketing Success

Building and engaging a substantial subscriber base:

• 59,000+ email subscribers engaged with regular updates
• 384,000+ email recipients reached across campaigns
• 21,000+ email opens driving consistent engagement
• Strategic communication about upcoming funfairs and special offers

Exceptional Search Performance

Dominating search results for key funfair terms across London:

• 140+ keywords ranking #1 on Google
• 4,000+ keywords in top 10 positions
• 575,000+ total site visits across all digital channels
• 349,000+ funfair page visits from families seeking entertainment

Advertising Excellence

Highly efficient paid advertising delivering remarkable returns:

• 12x return on ad spend across campaigns
• Strategic targeting of families and event planners
• Conversion-optimised landing pages maximising results

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Key Features That Delivered Results

Two-Track User Experience

We created distinct pathways tailored to different audiences:

For Families:

• Upcoming funfairs calendar with searchable events
• Online token purchasing system
• Location guides for regular venues
• Ride showcases with professional photography and videos

For Event Planners:

• Dedicated ride hire section with detailed specifications
• Professional photography of all equipment
• Streamlined quote request system
• Clear pricing and availability information

Location Pages Driving Discovery

Individual pages for each regular funfair location across London:

• Hampton Court Palace
• Clapham Common
• Crystal Palace Park
• Highbury Fields
• Shepherd’s Bush Green
• And 10+ more venues

Each location page provides event schedules, featured rides, and helpful local area information for families planning their visit.

Professional Visual Content

High-quality photography and video across the platform:

• Professional ride photography showcasing attractions
• Event highlight videos from major funfairs
• Festival partnership content
• Behind-the-scenes insights into operations

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Ongoing Partnership

Our partnership with Irvin Leisure continues to deliver results:

• Regular content updates for seasonal funfairs and special events
• Continuous e-commerce optimisation driving revenue growth
• New location pages as they expand across London
• Performance monitoring and strategic improvements
• Email marketing campaigns engaging 59,000+ subscribers

The result: A digital platform that reflects London’s premier funfair company, drives substantial e-commerce revenue, engages tens of thousands of subscribers, and provides both families and event planners with an exceptional online experience.