Ticket Sales Soar for Southport Air Show Following PPC Campaign
2nd July 2016
Categories: Our News
New Mind | tellUs client, Visit Southport is looking to capitalise on their Air Show's 25th anniversary and build on the huge success achieved in previous years.
Winner of the Liverpool City Region Tourism Awards 2016 in the People's Choice category, Southport Air Show is a 3 day event running from the 9th to 11th September. To celebrate its 25th anniversary, this year's event features night flying for the first time on the 9th September, with dusk displays, LED lights and a firework finale.
A cost-effective solution was required for the promotion of the 2016 event. A new destination site is already scheduled for development later in the year so Visit Southport opted for the creation of a series of dedicated pages on the main www.visitsouthport.com, promoted via a Pay-Per-Click (PPC) campaign by the search team at New Mind | tellUs.
PPC has been instrumental in boosting ticket sales for the Air Show for the last two years. The first campaign in 2014 achieved outstanding results, breaking the 2012 advanced ticket sales record and generating a 21% increase in ticket sales and an 11% increase in unique visitors. For 2015 the momentum continued, smashing the 2014 ticket sales target.
In terms of ROI, the CPC (cost per click) was less than 10p for the main keywords last year and generated a CTR (click through rate) of 17%, in comparison to an industry standard of approx. 2%. A key element in the site's success has been the focus on its landing page, created using conversion optimisation techniques to convert more ticket sales and achieving a quality score of 10/10.
For the 2016 event, Visit Southport is aiming to build on the success of previous years and make the most of the Air Shows's 25th anniversary.
Jo Dwyer of Visit Southport comments: "The Southport Air Show is a key event for the destination and drives the most traffic to www.visitSouthport.com throughout the year. Building on an already successful marketing plan was essential to converting more advance sales and we have seen the success of this grow year on year. We have recently commissioned New Mind | tellUs for the 2016 event and look forward to building on the success of the previous two years and making the 25th anniversary a very memorable occasion’.