VIRGIN AIRLINES
BIG IDEA
Increasing Online Revenue, Building A Marketing List, Driving Repeat Business
THE CHALLENGE
Virgin Australia is one of the primary sponsors of the famous annual professional Tennis tournament called The Australian Open. They launched a digital marketing campaign to drive ticket sales for the event and partnered with hospitality partners across Melbourne, Australia to host those traveling out of the country to attend the event. Our team was selected to manage all online advertising for the event.
THE CHALLENGE
Virgin Australia is one of the primary sponsors of the famous annual professional Tennis tournament called The Australian Open. They launched a digital marketing campaign to drive ticket sales for the event and partnered with hospitality partners across Melbourne, Australia to host those traveling out of the country to attend the event. Our team was selected to manage all online advertising for the event.
THE GOALS
- Increase year over year ticket sales by 15%
- Build engaging content to increase interest and awareness for the event
- Build mailing list subscribers
OUR STRATEGY
We combined paid search and social advertising to drive interest and sales in attending the event. Upon doing our initial research, we were surprised to find a significant amount of searches taking place each month about the Australian Open and keywords related to Australia travel. We began our campaign by targeting our high-intent prospects with ads designed to inform them about the opportunity to bundle their travel with Virgin’s exclusive insider access at the tournament. Once they landed on our landing page about the event, we entered all of our prospects into the top of our marketing funnel.
Based on the journey that our prospects took while visiting the website for the first time, we retargeted those site visitors with social media videos, display banners, and YouTube videos to bring them back to the website to drive event ticket and hospitality sales.
Following a relatively simple funnel strategy that we built out for our clients, we successfully increased ticket sales by more than 40% year over year and engaged more than 750,000 prospects about the event and related hospitality packages.
FROM THE CLIENT
“All I can say is WOW! Keychain’s expertise with online marketing sales funnels was an invaluable asset to our Australian Open campaign this year and I can’t wait to work with them again next year. They exceeded our expectations and working with them felt more like collaborating with a dedicated partner than a 3rd party business vendor.”
– Sean Hayes, Head Of Marketing At Virgin Australia
THE RESULTS
+ $2.5 Million in ticket & hospitality sales generated from digital marketing campaigns
+ 40% increase in year-over-year ticket sales
<$50 advertising cost per sale (CPA)
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.