MAGIC LITTLE GIANTS: Travel Experts Launch A New Specialist Marketing Agency

CEO Scott Williamson is set to lead a team of travel and leisure heavyweights with a new full-service marketing agency focussed on sustainable commercial growth. 

Magic Little Giants will launch on 1 November, bringing with it a collective passion to source innovative communication channels, technology and processes to deliver competitive, sustainable growth for clients.

Working to redefine marketing strategies, Magic Little Giants have developed a disciplined marketing approach and a toolbox of levers including affiliate marketing, gift card solutions, pricing and revenue management as well as a total digital solution to improve business performance.

Williamson has strong industry pedigree as a leisure specialist. From marketing executive in an attraction in Scotland through to a director responsible for launching over 35 attractions globally, Magic Little Giants was formed through Scott’s passion for the industry and a desire to help attractions and leisure businesses achieve sustainable growth using the ideas from 25 years of insights.

Speaking on the launch Scott Williamson said: “Covid simply accelerated a change we needed to make, to have a more digital focus. It actually started with a walk in the woods during lockdown. I met Cheska, who has massive digital experience, and we realised an opportunity in affiliate marketing for attractions and leisure businesses, highlighting that traditional digital models are broken. Then, thinking about what we would recommend to clients, and walking in their shoes, we undertook a brand vision to clearly define what we stand for and that is we want to inspire sustainable commercial growth.”

“The visioning made us realise as a group we were passionate about commercial performance, about building relationships, that we needed to listen more and to have a cheeky side to disrupt to make things better when it’s right to do so. Finding gaps to support travel & leisure businesses achieve their growth, we added to our services a total digital solution, affiliate marketing, gift card solutions and, pricing and revenue work, to allow our services to truly reflect our vision and values.”

Magic Little Giants promises to be an agency that can handle all the marketing needs in one place with a digital core and have performance based models to make sure their success is only based on client success. One key aspect of this was building a team with the right level of international experience.

Joining Williamson on the Magic Little Giants team is Amanda Amey – Head of Operations, Louisa Jackley-Davis – Business Development Manager, Cheska Witcomb – Head of Strategy and Gabby McLeod – Affiliate Marketing Specialist. 

Amanda Amey brings a breadth of experience to Magic Little Giants from brand management to being the marketing lead responsible for launching over 20 attractions globally.

Louisa Jackley-Davis has spent over 15 years cultivating leisure partnerships and industry development for London and beyond. Jackley-Davis brings her commitment and love for the industry in full throttle to the agency.

Cheska Witcomb is travel and leisure specialist with over a decade of expertise leading digital change, marketing and sales teams across multiple attraction and travel brands, alongside international general management experience in the touring sector. 

Gabby McLeod brings her years of experience to deliver optimised and growing campaigns, with a knack for detail and opportunity. A wonderful mix of commercial marketing and account management gives McLeod an edge to deliver results for the affiliate team. 

Working collaboratively with the CEO of Silverstone Interactive Museum, Magic Little Giants created a new marketing strategy and developed a new pricing and revenue strategy driving upside in the business. The Interim Head of Marketing was also supplied by Magic Little Giants and the agency also manages travel trade relationships and sales. 

To support the new marketing strategy, Magic Little Giants also worked with creative agencies to re-brand the attraction, creating a new TV ad and key visuals and managing media buying. This was supported by setting up and managing the affiliate marketing strategy and partnerships, unlocking a new revenue source. 

For Portsmouth Historic Dockyard, Magic Little Giants set up and managed their affiliate marketing channel. In addition to this, the agency undertook a pricing and revenue review, helping to reach new audiences and with a pricing strategy that places value where their guests do. The attractions have already seen significant uplift of their multi-attraction tickets and this is all done on a pay for performance basis with no upfront fees or hidden costs. 

Magic Little Giants will launch officially on 1st November, with the agency situated in Poole, Dorset. 

Magic Little Giants is a full service marketing agency, committed to providing a gate to growth for clients to achieve sustainable, commercial success.

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