Designed as a lifestyle website, it offers magazine-style features from top bloggers alongside enhanced tools for consumers to research and book at the company’s 40 London bars and clubs, including a party-planning facility.
LateNightLondon.co.uk brings together Novus Leisure venues including Tiger Tiger, Jewel, Kanaloa, Exchange and Piccadilly Institute and encompasses cocktail masterclasses and private dining.
As well as features by bloggers such as What I Wore Today founder Poppy Dinsey and London On The Inside blogger Jules Pearson, more new content will be added regularly.
Andy Windsor, head of digital at Novus Leisure, said: “The major overhaul has increased the awareness and digital sales for all our London venues through an improved customer experience. We have added online payments for event tickets, guest list and party packages.
“But the really exciting difference here, is the content. One of the most popular features of the website are the ‘Scene Stealer’s’ galleries filled with thousands of party pictures of our customers having fun.
“The content strategy seems to be really appealing to London consumers with thousands of customers enjoying the galleries and 5,000 new Facebook likes in the first week alone.
“More features are being unveiled every day including Live Chat, where you can use a Skype-style service to chat to Party Planners for last-minute guest list and bookings.”
The website, featuring a new logo for Late Night London, follows 12 months of customer research, planning, and building of the new digital platform.
Andy added: “The research, design and build of our new website was a huge focus for 2013. We wanted to ensure our customers had an enjoyable, engaging experience booking and planning their social and corporate events.
“Going out should be fun. We wanted the new-look Late Night London to reflect that and extend their experience online.”
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