Background

Our client DXB venues runs a number of entertainment and leisure centres; Mattel Play Town, Laguna Water Park, Splash Pad, Hub Zero and Roxy Cinema. 

A common theme across all venues is that they provide an excellent source of entertainment for younger children.

DW Approach

Using this insight, Digital Willow and DXB Venues came up with the idea to cross-sell across all the attractions with a simple idea that would benefit the parents of these younger children and deliver a solution to a annual pain point:  Organising kids birthday parties!

The idea was genius in that it utilised audience data across all attractions, had a fantastic referral ratio, produced happy and shareable content for social and generated a whole new revenue stream for DXB.

We created a simple landing page and heavy search campaign to kick start this idea.

Results

After only a few months the birthday site had a return on investment of £3.73 for every £1 spent!

We also delved so deep in the analytics on Google Search that we managed to achieve a CTR of 11.46%, 3.5x higher than the industry average.