SeaWorld Parks needs to increase the exposure of Florida Parks to the Final Consumer, aiming to increase ticket sales for the 2019/2019 summer high season, in a competitive segment that includes the biggest players in the world entertainment industry. Market conditions are adverse as it is a period of slow recovery of the economy just out of recession and impacted by presidential elections. These factors pressured the exchange rate, devaluing the Real and, consequently, increasing the cost of international travel.
Create a targeted media campaign to promote the parks and their latest attractions aimed at the A-class public, the segment that is less affected in periods of high exchange rates. The media plan developed for the campaign was reinforced with video inserts, which enhance the parks attractions with inserts focused on Google Ads, digital banners and OH. This was SeaWorld Parks' first experience with OH media, and Elemídia's network was selected as the main vehicle for the 15-second pieces, in fitness centers, supermarkets from Pão de Açúcar chain, shopping malls and high-end commercial and residential buildings.
SeaWorld Parks campaign performing better in ROI and ROAS, SeaWorld Parks increased its coverage and achieved remarkable results in sales. The company's Brazilian website obtained natural gains in spontaneous visits.