Media Planners revolutionized Attica Park with a snazzy digital transformation and booming online ticket sales, hitting a jaw-dropping ROAS high score of 1/210. Success never looked so sharp!
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Challenge
When Attica Park first approached us in June 2021, they were reliant on online ticket aggregators and discount platforms for their ticket sales. Our challenge was to shift this model and drive bookings directly through their own website. This was a particularly tough task, as we were still in the post-COVID era where people were hesitant to re-engage in activities, especially those involving children, despite being in an outdoor setting.
Deliverables
To address these challenges, we transitioned from aggregators to a comprehensive online ticket sales program through Attica Park’s website. This shift was supported by an extensive online advertising campaign and the creation of engaging content across all their digital channels, enhancing direct bookings and customer engagement.
- Google Ads We created an extensive “always on” campaign on Google with banners and Google Search ads that elevated the brand and boosted ticket sales significantly.
We also launched several campaigns aimed at inspiring tourists to visit the park during their holidays, showcasing rare animal species and unique experiences. - YouTube Content and Ads: We launched engaging video campaigns that highlighted the park’s unique attractions and events as well as the daily care the animals receive from their caretakers showcasing their expertise.
- Meta Content and Ads: We enhanced the park’s presence on Facebook and Instagram with a mix of organic posts and targeted ads, focusing on increasing engagement and driving traffic to the website.
- TikTok Channel Creation and Ads: In July 2023, we activated Attica Park’s TikTok profile, producing educational content, trends, and fun videos, which included global environmental days.
Results
Our approach over the next three years was multi-faceted:
- For the Christmas period of 2021, our Google Network campaigns (Search, Display, YouTube) achieved a remarkable ROAS of 1/210, with simultaneous social media content production and campaigns boosting profile engagement and ticket sales.
- In 2022-2024, we continued with Search and Performance Max campaigns targeting parents, offering educational and environmental activities for children in Attica. These campaigns garnered around 6 million impressions and 500K clicks, with an average ROAS of 1/67.
On social media, our efforts yielded a 100% year-on-year increase in impressions, reach, and content interactions, where on Facebook, we achieved over 18 million impressions, reaching 4,2 million unique users who generated 142K interactions, driving over 8K visits to the park’s website.
Our TikTok initiative resulted in 100 videos produced and posted within a year resulting in 48K loyal followers who actively engaged with the content, content that reached 1 million unique users, with 4 million video views.
A jaw-dropping ROAS high score of 1/187
Our digital transformation strategy for Attica Park delivered outstanding results:
- The park experienced a significant shift in ticket sales directly through their website.
- Overall, the campaigns increased online reservations, enhanced brand visibility, and solidified Attica Park’s reputation as a top destination.
- Continuous optimization and innovative digital tools helped us aim for the ambitious goal of every resident in Attica visiting the park at least once a year.
Our partnership with Attica Park is a testament to the power of a well-executed digital marketing strategy in driving business transformation and growth.