› Project description:
The largest water sports event in the Netherlands, held in the Batavia Haven in Lelystad. The place where water sports exhibitors and visitors come together for the presentation of more than 300 different boats.
› Campaign: Awareness about event and ticket sales among the target group with above-average wealth
› Media objective: Increase in website traffic and awareness and direct and indirect ticket sales and reaching the exhibitors
› Media strategy:
The target group of HISWA te water is originally above average in terms of wealth, age and water sports fanatic. As always, we look to data and analytics to determine our target audiences. Our own studies have shown that the target group is increasingly moving towards Facebook and Instagram. The HISWA visitor survey showed that a large part of the visitors came from the Netherlands and Friesland. Conversion rates on online platforms pointed to a number of cities as above-average performers, including Haarlem, Amersfoort and Utrecht. The aim was certainly to reach the exhibitors. We went around the drawing board.
Based on the data, we put together a plan to be present in the right places and at the right time, both online and offline. We divided the effort into three phases: Awareness, Engagement, Conversion. We started online with the awareness phase to inform target groups: the HISWA in-water launch is coming up again! Supported with organic messages and e–mail campaigns, we spread the message. In the engagement phase we distributed advertisements on a large scale aimed at creating engagement, both in terms of content and optimization objective.
In the month prior to the event, the sails were hoisted and the boat’s horn blown: on radio stations, in marinas, along the highways, on A0 signs, websites, social media, google search, mupis and bus shelters in villages with above-average wealth, we conducted a large-scale announcement of HISWA te water: Buy your tickets, now with a 2.50 discount! If you fell into the target audience, you had to do your best not to miss the message.
The result was overwhelming; a record number of tickets were sold. While enjoying the late summer sun, more than 30,000 visitors assessed the craftsmanship of yacht builders: from practical sailing boats to extravagant yachts. Exhibitors, owners and visitors came back with positive messages about the campaigns and expressed their satisfaction with the event. The positive results were emphasized by the receipt of the Lelystad promotional prize afterwards. An immense success.
› Record number of visitors (30,000+)
› Successful omni-channel media campaign on 5 online channels, DOOH, print, minicards, bus shelters & mupis
› Media targets: In 2019 a 37% increase in website visitors compared to 2018. Of this 67% directly attributable to advertisements
› 66% of online transactions came through an advertisement
(Digital) Out Of Home (DOOH), Analytics, Display Advertising, E-commerce, Email Marketing, Offline Marketing, Project Management, Radio, Search Engine Advertising (SEA), Search Engine Optimization (SEO), Social Media Advertising, Website Optimization
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