CASE STUDY

Boosting Shoulder Season ROI for Lightwater Valley

Discover the power of strategic event and price promotions to grow off-peak visitor numbers.

£1 spent =

£48 in ticket sales

lightwater valley rides
Circus

Lightwater Valley organised a number of initiatives to bolster shoulder season footfall including two character-themed days, a dinosaur weekend, and a special July price promotion. Our goal was to raise awareness and convert into footfall.

Building on the conversion tracking from our first successful peak season campaign, we accurately monitored results from the start. To optimise the tight budget, we targeted audiences that performed well in previous school holiday campaigns. We narrowed our focus to a slightly reduced drive-time radius and concentrated spending on two creative formats – event boosts and video ads.

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Each event displayed an impressive return on ad spend. The price promotion for every £1 spent delivered £48 in ticket sales. The Peppa Pig event returned £15 per £1, while Bluey and the Dinosaur event collectively earned £9 for every £1 spent.

In contrast to the Summer Campaign, the shoulder season return on ad spend was lower, however, this is to be expected with off peak prices being cheaper and the average spend per transaction being lower. Overall, it still demonstrated a worthy high return on investment.  Investing in digital spend during term time should be considered for your next year’s marketing plans, if not before.

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