Objective: Luna Park Sydney wanted to create a more terrifying experience for an entirely new audience: 15+ young adults.

Challenge: This young adult audience saw Luna Park as a place they went when they WERE kids, not a place they wanted to be seen as a young adult!

Solution: The strategy was to divide and conquer. Two different experiences (and campaigns) were customised for two separate audiences. Our 15+ young adults were craving FRIGHT, not fun. But we still needed to hit the sweet spot too - young families (mums & 3-7yr olds).

We utilised pay-per-click (PPC) with paid search and paid social as our core channels to deliver creatives to our double target audience - parents of young children, and young adults.

Results:
A 19.6% increase in ticket sales YoY, driving a 25.01% increase in revenue YoY 
Delivered a $4.93 to $1 ROI 
Drove PEAK park attendance with an 84.1% increase YoY 
With PPC being our core action-driver, searches for Halloscream surged by 15,281 clicks, which was second only to paid branding for Luna Park overall at 19,067 clicks

You can view the original case study on our B2B marketplace SavvySME at https://www.savvysme.com.au/article/9601-case-study-luna-park-sydney-halloscream