Driving ticket sales via smart digital targeting
Digital marketing and content creation played a sizable part of our marketing communications activity to drive awareness and ticket sales for the London 2019 World Para Swimming Championship.
After identifying four core groups to target with social activity, the followers of British Swimming, IPC and BPA plus previous event attendees, we then created lookalike audiences of similar people to further grow the potential target audience size for our campaign.
We then scheduled digital marketing activity in four bursts over the summer with 2 core objectives.
- Driving awareness via engaging content about the event and athletes to encourage website clicks to build a sales funnel for future re-marketing purposes as the summer progressed
- Direct sales conversion ads focusing on the ticket price and encouraging purchase.
Both static and video content featuring GB and international athletes ensured we drove engagement whilst keep the ads fresh over the summer. We used the ‘face’ of the Championships Ellie Simmonds, who could be seen across all marketing collateral including event branding and out of home advertising, in primary ads. Secondary ads were also created using other GB para athletes, international ‘ones to watch’ and the iconic London Aquatics Centre. All ads included a clear call to action and messages around limited ticket availability to create a sense of demand, encourage click through and purchase.
Digital marketing activity achieved a total audience reach of 995,578 whilst 3.6 million ad impressions drove 30,520 active clicks significantly contributing to the 9,000 tickets sold.
total audience reach
What did they think?
"It was amazing to arrive at the London Aquatics Centre and see so many smiles! Congratulations for what you’ve done and thank you so much for all the support. Hopefully we’ll have the chance to count on you guys supporting us again in the future."
Rafael Maranhao, Public Relations Senior Manager, International Paralympic Committee (IPC)