Blue Planet Aquarium Summer Campaign

Client Objectives:

Blue Planet Aquarium’s objectives for their summer campaign were to target parents and families over the summer period.

What we did:

The objective of the advertising campaign was to increase footfall and traffic to the website, however, the challenge was to encourage visits when visitors would perhaps look at other local attractions. Buy Me Media decided that a frequent high impact campaign on key arterial routes would keep the attraction front of mind. We then started to look at a more strategic campaign to target the right mindset in the right locations.

In the summer holidays going to an indoor attraction is usually the last thing planned for the family. However, a planned trip to the beach could be the worst decision if the weather turns. We strategically decided to maximise exposure when the weather was poor and when visitors are more likely to come to an undercover attraction.

We, therefore, looked at behavioural change and reached parents who had decided on a day out, the weather had changed and coming to Blue Planet Aquarium would be an immediate solution, at the right place and right time.

Given the British weather, there was always going to be days like this during the summer holiday period that we could maximise reach and response.

We then booked digital screens in motorway services to target families out for the day. Bringing to life the attraction with high impact large format digital screens.

Results:

As a result of the campaign, Blue Planet has seen a considerable increase in visitors from the same period last year. This also resulted in increases in website traffic and revenue.

If you want to see how we did it and how we could help you give us a ring today and we will be delighted to talk to you about your business and what we can do to help achieve your objectives.

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