Excited to kick off their inaugural CTV efforts, Gilroy Gardens launched a comprehensive prospecting campaign to reach and convert new customers.
In preparation for the Halloween season, they leaned on Performance TV’s precision audience building to target their ideal customers. The theme park wasn’t just focused on targeting a large number of potential customers; they wanted to target the right types of people, meaning those who would engage with their ads and ultimately purchase tickets. With Performance TV’s integration with Oracle Data Cloud and LiveRamp, Gilroy Gardens accessed 85,000-plus audience groups, honing in on segments like: theme park enthusiasts, parents of children ages 0-12, and leisure travelers with an interest in theme parks.
Another key piece to their audience strategy was geo-targeting — serving advertisements to consumers in a particular geographic area. To ensure that their ads were served to consumers with the highest likelihood of visiting their park, Gilroy Gardens created geo-targeted audience groups so that only in-market consumers viewed their advertisements.
To further ensure top ticket sales for “The Great Big BOO!”, Gilroy Gardens developed seasonal ad creative. In order to best resonate with their ideal customers, they strategically tailored messaging to targeted audiences — their video advertisements featured real footage of costumed families enjoying a spooky, fun evening at the park.