Mystic Aquarium was challenged with the unique situation where they were experiencing increased attendance, but declining revenue. This was driven by a large amount of free tickets being given away through certain state programs.
Case Study: Mystic Aquarium
Challenge
PROCESS
The MayoSeitz Media Insights team provided a three-year analysis of Mystic Aquarium’s attendance data looking at geo, demo and psychographic insights. The findings from this analysis led to a shift in audience targeting for the media plan, as well as improvements to the online ticket buying experience on Mystic Aquarium’s website.
APPROACH
Broad reaching media on TV and radio were replaced by targeted video campaigns, using cable, streaming TV, YouTube, and social video, along with outdoor and other paid social tactics. All media was targeted towards high income families with disposable income to travel and attend attractions in specific areas of the Hartford and Providence markets.
RESULTS
The results for the campaign were exactly as planned. There was growth in total ticket sales and revenue for two key areas:
- General Admission increased 4%,
- And E-Ticket Sales increased 24%.
The growth in digital ticket revenue began when the majority of the media campaign activity started in May. Additionally, the growth in revenue came from the targeted pockets of geography identified in the plan.
24%
increase in
e-ticket sales
