Selling out slots for a Christmas attraction
Project Overview
A seasonal attraction that transforms itself into a magical destination for families each Winter wanted to maximise profitability by fully booking events slots, whilst also increasing revenue from other on-site services such as the restaurant, shops and Christmas Tree sales.
Key Results
100% of event slots booked out, generating maximum revenue for the holiday period
Significant increase in secondary sales, including the on-site restaurant and gift shop
A 50/50 split of new and returning customers, boosting overall visibility
The Challenge
Despite being a popular destination that has run a Christmas event for families for over 20 years, the attraction faced several challenges ahead of it’s 2024 opening:
Filling time sensitive slots: The attraction operates during a very limited time period, and needs careful planning to give everyone an optimal experience, which requires the slots to sell out quickly
Driving foot traffic: Maximising attendance was key to boosting secondary revenue streams from the shops, restaurant and tree sales
Managing visibility: Reaching beyond their local and loyal audiences to attract new and returning customers.
The Solution
I conducted an audit of their existing social media presence, plus their wider website and email marketing, and combined that with a host of ideas to create a targeted content strategy that was easy for the staff on site to implement, but still drove visibility and bookings. This included:
A tailored content calendar based on my signature PALS framework that highlighted key experiences and messages, and incorporated the other on-site activities and high-converting CTAs with early booking reminders and countdowns
A plan for engaging visual content that captured the atmosphere and excitement of the attraction, and became identifiable across various formats such as Reels, carousels and Stories
Creation of strategic partnerships with local businesses, influencers and community groups to extend reach, highlight positive experiences and build a library of user-generated content
Development of an integrated email marketing campaign to engage new and existing customers, with exclusive offers, event reminders and VIP booking slots
"This strategy helped us have our most profitable season yet. We not only sold out our events but also saw record sales in our restaurants and tree shop."
