Growing Marketshare

Overview

To drive loyalty and repeat pass holder visitation, a Southern California theme park offers a line-up of strategic events during non-peak visitation periods. 2017 was the second year of a brand new craft beer and food festival—an event intended to draw a different visitation mix from a non-event day at the theme park.

Challenge

Create awareness of relatively new event within younger adult demographic on -30% reduction in total budget compared to prior year

Insights

Variety and quality of food was #1 driver for event previous year and the event appealed to a younger adult segment—adult-only parties represented 59% (vs 48% norm) of park attendance.

Solution

Three primary pivots in the marketing strategy:

1. Captured new content with adult-only parties at the theme park enjoying the food and beverage offerings

2. Shifted offline advertising online: OTT video, social and retargeting

3. Created strategic partnerships with local breweries and media partners reaching adults ages 18-34

Measuring Success

Event attendance and park demographic mix

Results

Event attendance +4% vs prior year

73% adults-only parties (vs 59% prior year & 48% on non-event days)