Case Study Melbourne Star
The Melbourne Star is the tallest Observation Wheel in the southern hemisphere. With a single rotation lasting thirty minutes, travelling under 1km per hour, visitors have ample opportunity to soak in the spectacular views. But if the views don’t change, how do you encourage repeat visits?
The many challenges faced by the Melbourne Star over the years have combined to damage the attraction’s credibility. Especially among Melburnians.
Our brief was to position the Melbourne Star as an attraction worth visiting – and worthy of repeat visits – for local residents as well as national and international tourists while working to a limited budget.
The experience of a ride on the Melbourne Star is similar to an airline flight. This insight became the basis of our strategy.
We repositioned the Melbourne Star to be less like a ride and more like a flight. Our campaign language evolved to reflect an airline, with messaging and campaigns that were all about the joy of escape.
We developed a range of experiences based on events and occasions and presented them as packages like mini-break holidays. Promoting packages online was a cost-effective solution.
Our goal was to get online sales to at least 20% of all revenue – our campaigns resulted in getting online sales to 32%.
The Adwords campaign has achieved 8 times return on ad spend. Further to confirmed ticket purchases, our Adwords campaign helped to drive foot traffic.
Social campaigns and content have seen up to 5 times return on ad spend.
In the 3 weeks following the homepage redesign, the E-commerce conversion rate for users arriving via the homepage increased by 62.05%, from 2.17% to 3.52%. This resulted in 74.5% more revenue coming via online ticket sales.
The conversion rate continues to improve over time as the campaigns are refined, peaking at 5.04% in September (132% up on earlier value).
We also saw users engaging more with our owned assets, consuming 8.5% more pages, and staying 9.15% longer on site.
Brand strategy & positioning
- Art direction & Design
- Digital & Social Strategy
- INTEGRATED CAMPAIGN