- Background
- Hyde Park Winter Wonderland attracts more than three million visitors each year.
- Challenge
- Overall revenue was growing, but pre-bookable demand for the Ice Rink, Magical Ice Kingdom, Bar Ice and Giant Wheel was stagnating.
- Solution
- I oversaw creative direction and product development of a ticketing app that removes pain points from checkout, built on a simple, accessible mobile-first framework. I streamlined the booking journey for the Ice Rink, Magical Ice Kingdom, Bar Ice and Giant Wheel so visitors could choose, book and pay in fewer steps on any device. Alongside the app, I directed paid and organic social, display and email to drive demand into it. The result was a 13.7% increase in total ticket sales, a 29x return on ad spend from paid social, and ongoing talks with senior stakeholders about extending the app into a content platform to grow engagement.
- Duration
- 2018.
Results
+13.7%
Total ticket sales, 2018
29x
ROAS, 2018 paid social campaign
+70%
Video views across Instagram and Facebook
678K
Social following after 31% growth
Gallery
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Deliverables
- App and website (ticketing)
- Paid social
- Organic social
- Display (HTML5)
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