How Addressable TV delivered strong, short-term payback for Woburn Safari Park

Challenge

The primary task for Woburn Safari Park was to maximise revenue over the important, but short, summer period through raising awareness of the venue and driving immediate ticket sales.

Solution

Looking for gravitas, by association, that only broadcast media can provide, but honing-in on specific audience and geotargeted areas, planning in Sky Adsmart was integral to our client’s success.

We needed to demonstrate that every pound spent was being invested to deliver against the KPIs, and with the latest TV measurement and attribution technology in place, we were able to do so. Sky AdSmart provided Woburn with the platform to showcase their creative communications, creating excitement and cut through in a competitive Gated Attraction market.

Results

An increase of web traffic by 153% over the campaign period.
A strong short-term payback: Ticket sales within 15 minutes of ads being aired covering over 73% of the media investment.
Not to mention the inevitable additional indirect return you get with TV campaigns.