Gilroy Gardens is a family theme park with more than 40 rides and attractions, and over 10,000 trees (yes, you read that right — 10k!). With one of their busiest times of the year coming up — Halloween — they wanted to promote their special seasonal events with audiences they hadn’t previously reached. In collaboration with creative agency Articulate Solutions, Gilroy Gardens launched a new performance channel — Connected TV (CTV) — to boost ticket sales and decrease cost per visit (CPV). Using MNTN Performance TV paired with an audience-based advertising strategy, they produced impressive campaign results — for the Halloween season and all seasons.
Gilroy Gardens Beats Performance Goal by 31% During the Spooky Season With MNTN
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For the Gilroy Gardens' Halloween CTV campaign, our primary objective was to engage a demographic segment comprising families with young children in order to optimize ticket sale conversions. We were thoroughly impressed with the ad slot allocation and the resulting revenue performance. MNTN's user-friendly interface, sophisticated audience targeting capabilities, and comprehensive analytics played a crucial role throughout the campaign's lifecycle.
Jason Raby
Principal, Articulate Solutions
29%
Under Goal Cost Per Visit
Objective
Use Precision Audience Targeting To Reach New Customers and Increase Ticket Sales
Gilroy Gardens wanted to drive consumers to their website leading up to and during one of their peak seasons — Halloween. Their family-friendly Halloween celebration “The Great Big BOO!” was approaching, and they had a niche audience to reach: not just families, but families in a specific geographical location. With MNTN, the theme park was easily able to launch CTV — a brand new channel for them at the time — while maintaining a customer-first approach and beating their performance goals.
Solutions
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