Firstly the product has to be attractive and affordable. We worked closely with Rally Australia to come up with the product types and the price offerings. At that time there were no Australians competing in the championship providing a major challenge in promoting this event locally. We had to market the drivers as heroes of the motorsport world and make them become household names.
In coherence with creating colour for the event it was also important that every user that clicked on an ad or opened an email bought a ticket right there and then. We created urgency with timely offers and provided in depth information about the event and inclusions. We created videos, photo galleries, 3D maps, in depth information for each spectator point, location based information and accommodation. We optimised multiple landing pages to ensure that every visitor would have the information they needed to make a purchasing decision.
We ran hundreds of ads across many platforms, Google AdWords and Facebook Advertising was the main focus of our campaign. Running over 1,200 Ad Sets and targeting over 100+ custom audiences. We tailored each graphic and message for each individual target market based on location, age and interests.
In order to utilise the Ad Spend budget effectively, we built industry first reporting so that our ad technicians could make real time optimisations resulting the lowest cost per ticket sale possible. This allowed us to spend the right amount of budget on the highest performing ads. Our custom design landing pages ensured that when users clicked on our ads that they can make a purchasing decision.
We also created custom EDM campaigns targeting custom audiences as well as running display advertising on popular motorsport news and publishing websites. Every potentially target market was targeted with a tailored product offer to maximise ticket sales.
20% Increase in ticket sales
The 2018 ticket sales campaign was highly successful generating a 20% increase on 2017 ticket sales. Although the price of online advertising increased, the overall cost per ticket sale resulted in a significant return on investment for Rally Australia.