Water Park Marketing Strategy Yields Record-Breaking Sales

Enhanced paid media strategies and decision-making through data-driven insights, resulting in record-breaking sales for Typhoon Texas.

Amusement Parks Case Study Competitive Analysis Consulting Content Production Conversion Rate Optimization Earned Media Featured Paid Media Reporting and Analysis System Integration

Capabilities used

Paid Media Public Relations Market Research

The short version

Typhoon Texas generated 188M+ total impressions from advertising, a 10.2x+ return on advertising spend, and $56.2M+ in revenue from advertising efforts. Anderson’s 2021 campaign was directly attributed to $2.81M in ticket sale revenue and helped drive 40,311 individuals to the park.

About the Project

Typhoon Texas is a series of water parks with two locations in Austin & Houston Texas. Our team has collaborated jointly with partner agency Nativz in order to completely overhaul how the Water Parks approach their marketing strategy and analytics for data-driven decision making.

We were hired by the executive board of Typhoon Texas in 2019 as consultants to undergo an internal audit of all of their marketing strategy, digital presence, and customer feedback. Just about no stone was left unturned over the course of a year as Cole Feigl headlined internal research, geographic analysis, customer persona creation, creative analysis, media buying audit, customer surveys, and website UI/UX research. This culminated in an overall comprehensive strategy with recommendations on how to pivot and achieve success for the 2021 Season.

For the 2021 season, we built out a comprehensive media plan with a new emphasis on digital placements. Our goal was to establish a return on ad spend model where every dollar spent on campaigns could be monitored and attributed. We set up a comprehensive conversion tracking system which allowed us for the first time in the company’s history to attribute each sale to individual ad placements.

Utilizing past customer data, we conducted a lifetime value/geo analysis to optimize our targeting, lookalike audiences, and increase our overall average order value. Our data-match technology allowed us to uncover additional demographics about their ideal audience and create more robust customer personas. These findings informed channel placements, in-park promotions, marketing creative, geographic targeting, email marketing, and more.

Client:

Typhoon Texas Waterparks, Pyek Group

Product:

Amusement Parks

Services:

Marketing Consultation, Strategic Planning, Full Service Media Planning & Buying, Creative Design, Public Relations, Market Research, Programmatic Display Advertising, Reporting & Analytics, Conversion Rate Optimization, 360 Growth Marketing & Advertising Services

THE PROBLEM:

Marketing strategy and analytics challenges for Typhoon Texas

The problem Typhoon Texas faced was the need for a complete marketing strategy and analytics overhaul. They lacked data-driven decision-making, a clear digital presence, and effective customer feedback. This required extensive research and planning to pivot successfully for the 2021 season.

THE SOLUTION:

A comprehensive marketing strategy overhauling, including data-driven analytics and digital emphasis

The solution encompassed a thorough transformation of marketing tactics, prioritizing digital placements, implementing precise conversion tracking, optimizing targeting, and constructing detailed customer profiles. Additionally, surveys, both qualitative and quantitative, enhanced customer experiences and led to business expansion.

Results Summarized:

In the 2021 season, our advertising efforts were directly attributed to $2.81M in ticket sale revenue (last-click attribution alone, means the user had to click our ad and purchase immediately). Accounting for different attribution models and the 40,311 individuals we drove to the park, the overall contribution to their record-breaking year was incredibly significant.

Our efforts during the 2021 season earned Typhoon Texas marketing awards from a variety of industry authorities and resulted in record-breaking sales numbers. Our digital strategy was recognized most prominently by the World Waterpark Association which awarded Typhoon Texas as the winner of Best Social Media Campaign alongside Hawaiian Falls & Baha Bay.

We then conducted qualitative/quantitative surveys and interviews with Typhoon Texas customers to better understand their experience in 2021, build further customer personas, design unique loyalty offers, make changes to in-park experiences, and adjust marketing messaging & copywriting, and countless other applications. The results of the 2021 season led to the acquisition of 3 additional water parks in Vegas & Utah. We now handle the marketing efforts for 5 locations and are currently pacing towards another record-breaking year!