Santa’s Village is a Christmas-themed amusement park located in upstate New Hampshire. Their goal was to increase ticket sales by generating excitement about the theme park to new, millennial moms and renew interest in families who previously visited. A unique challenge for Santa’s Village is location; because they are in a more remote area, it is important that families believe the destination is worth the journey.
Agency 451 created an integrated marketing program to raise awareness among a highly qualified audience of millennial moms planning family trips, to reinforce awareness among previous guests, and to encourage those audiences to visit the park. The program included a strategic blend of traditional and digital media based on comprehensive research which identified moms in the planning phases of a family trip.
Agency 451 developed a robust digital media plan with a social media strategy, digital influencer program, and digital advertising flight enhanced with data layers identifying in-market moms likely to be planning family trips. Agency 451 reinforced the digital plan with a strategic TV buy in key feeder markets.
Over an 8-month flight, digital ads delivered ~10 million impressions, with a click through rate double the industry standard. Social properties on average increased ~70% in followers, with Instagram followers increasing by over 175%. The park noted a significant increase in sales during the same period.
website social traffic increased
referral traffic increased
increase Instagram followers