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Remaining visible and interesting allowed Skydeck to remain relevant in a volatile market.
With tourism worth over $20 billion to Victoria, and an increased presence of new attractions and new operators, there is significant competition for the tourist dollar. Eureka has 3 main revenue streams. One casual visit/walk ins, overseas travel agents, and schools for excursions. Eureka wanted to increase all three revenue streams. Major Tourist attractions were scaling up marketing initiatives, and Eureka wanted to make sure it was one of the visited attractions Melbournians, Tourists and schools had in mind when wanting to explore Melbourne
The sophisticated campaign for a relatively small budget.
We did a data driven paid and social serach campaign targeting tourism agents through South East Asia. And locally, targeting CBD with keywords such as “what to do in Melbourne”, including seasonal campaigns such as Australian Open, White Night, Grand Prix, School Holidays, Chinese New Year – as well as building buzz around big one-off events.
Date night was also a profitable target. We targeted millennials with date night messaging, to increase the audience base of millennials, which was under represented in booking.
For school excursions, we targeted educators through content marketing across social channels.
"An increase in revenue across all 3 verticals. The campaign was so successful, the parent company engaged us for other businesses including the Tram Restaurant and Skydeck 89."
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