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.
The MayoSeitz 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 a shift in the e-ticket buying experience on Mystic Aquarium’s website.
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.
The results for the campaign were exactly as planned. There was growth in total ticket sales and revenue for two key areas: General Admission was +4% and E-Ticket Sales was +24%. The growth in e-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.