When it comes to fun and games (pun intended), there's no place more iconic than Sydney's Luna Park. Over the last 85 years, Luna Park has been a place of amusement to generations of families in Australia and a must-visit attraction for thousands of tourists.
Online ticket sales were in need of a boost. For years, the company possessed and played off a well-established brand presence, but their internal marketing team recognised the industry was changing rapidly, and it was no laughing matter. For the modern consumer, it's not enough to be presented with information. Unlike traditional print marketing which goes from the company to the consumer, digital is a two-way street. Your customers expect to have a conversation and they expect to be engaged.
So, Luna Park embarked on a journey to improve their digital footprint by speaking to their audience in a more personalised, engaging and timely manner with the end goal of increasing revenue by 30% YoY. Their main digital channel was Google Ads.
Luna Park was actively running a few Google Ads campaigns which were returning mediocre results. Rocket stepped in and dove into campaign data of over 3 years to identify a number of areas of improvment.
Once the issues were identified, Rocket performed a overhauled the entire Google Ads account that ensured:
Further to optimising Google Ads, Rocket worked with the Luna Park team to map key personas, their triggers and pain points. This brought back all campaign assets back to the target audience.
Through careful calculation and robust optimisation, Luna Park's Winterfest was an absolute success with big crowds and an even bigger revenue. Some of the highlights include:
The success of the Luna Park Winterfest campaign was greatly due to the in-depth discovery process. This allowed us to not only perfect our technical strategy but also optimise our messaging across multiple touchpoints to various audiences at different times. Much like a spider's web, this meant we were able to tweak different strands of communication to achieve the desired effect. Furthermore, having this oversight across all areas meant we were able to properly understand and measure ROI accurately to make data-driven decisions and scale appropriately.
Marketing Manager, Luna Park Sydney
Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns across SEO, Google Ads and Social Media to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.
Luna Park Sydney needed a boost in online ticket sales for thier Winterfest Campaign. Previously successful traditional marketing tactics coupled with greater competition on Google Ads pushed them to partner with Rocket as their Google Ads agency. Through a through discovery process, careful ads optimisation and impeccable speed to delivery, Rocket was able to enable Luna Park achieve record ticket sales via Google Ads, smash overall revenue targets, all with amazing creative that maintained the brand and resonated with their audience.
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