Calypso Waterpark
Like much of the travel and tourism industry, Calypso has survived a string of turbulent summer seasons.
Issue
Like much of the travel and tourism industry, Calypso has survived a string of turbulent summer seasons. After the pandemic brought years of forced closures followed by years of “revenge travel” surges, the 2023 season would be anything but predictable. Continuing to grow park attendance, even as the “revenge travel” bug wore off, would mean finding new ways to attract summer vacationers.
Insight
Two important trends were at odds for Calypso’s 2023 season: individuals continue to be driven by the fun and nostalgia of summer vacations, which they’ve learned through recent years shouldn’t be taken for granted. However, research showed that Canadians would spend less on travel and activities in 2023, in response to inflation and the rising costs of goods.
Outcome
If potential park goers were going to be strict on their summer budgets and selective about their summer holiday plans, Calypso needed to capture share of mind and share of wallet by showcasing great value.
With opening date set in stone and ambitious targets to sell out season passes before opening day, coupled with a timeline of less than 8 weeks to get the campaign briefed, completed, and in-market, we needed to mobilize quickly. Our solution combined elements of nostalgic waterpark fun with great prices on day passes and season passes.
Results
impressions delivered:
284% above goal
visits from
paid ads
clicks across channels:
179% above goal
video completions:
86.8% above goal
transactions driven
by the campaign
return on
ad spend