Cruising Into Mobile Search Success
Argosy Cruises
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Paid Media
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Argosy Cruises // Paid Media //
TLDR: Kasen launched hyper-local mobile search campaigns for one of Seattle’s favorite tourist attractions to drive ticket sales:
24% increase in weekend ticket sales
40% increase in specific tour bookings
Argosy Cruises had been a long time client of Vertical Rail - the eCommerce marketing agency where Kasen used to work.
About Argosy Cruises:
Argosy Cruises is a premier tourist attraction, providing sightseeing tours on Seattle’s waterfront.
The Situation:
Vertical Rail was preparing to help Argosy launch a YouTube campaign to promote their Tillicum Village excursion, as well as try mobile advertising for the first time. This was the first time they would be allocating a significant percentage of budget to mobile-only ads, and needed a creative and effective strategy to ensure ROI.
The Solution:
Kasen was part of the creative team that won a Platinum MarCom award for Argosy’s Tillicum Village web commercial. His role was to spearhead the launch of their 2015 season mobile marketing campaigns to increase brand awareness and summer ticket sales, running ads on YouTube, Google Search, Display and Waze.
Upon traveling with the video crew to Seattle, Kasen walked around the area where Argosy’s ticket kiosk was located. He was on a mission to find the best addresses for delivering hyper-local ads, based on the walk and bike paths of other nearby tourist attractions included in the Seattle CityPass. He created landing pages that gave directions to the ticket kiosk.
The Results:
The ability to create ads and landing pages that were hyper-relevant to a user’s location allowed Kasen to increase search CTR’s and drive on-site ticket sales. The trend for the summer season was roughly a 24% increase in conversions on Sundays, and a 40% increase in Locks Cruise tour bookings.
