After undergoing extensive renovations to become a vibrant amusement park and railroad, Edaville USA in Carver, MA, was looking to effectively and efficiently promote its fall- and holiday-themed events for families. A key objective was to lead visitors to the park’s website, where they could locate information such as hours of operation and directions and purchase tickets.
By analyzing ZIP code data, Comcast Spotlight worked with Edaville USA to identify the local zones within the Boston market to target for the park’s fall and holiday campaigns. To connect with kids and parents on television, the media plan included networks like Cartoon Network, Lifetime, Nickelodeon and ABC Family, including sponsorship of the popular ABC Family 25 Days of Christmas programming marathon. The park also advertised on New England Cable News to reach grandparents, as many of them may have recalled visiting Edaville in the past and would be interested in seeing the “new” park with their children and grandchildren. Locally targeted online advertising added reach and stretched the park’s marketing budget further both in the neighborhoods where TV advertising aired and in additional neighborhoods throughout the region.
- Ticket sales increased 15% year-over-year.
- Website visits increased more than 36% year-over-year.
- Unique website visitors increased more than 24% year-over-year.