Annual Membership Campaign
Ripley's Aquarium of CanadaSummary
Ripley’s Aquarium of Canada is one of the country's largest marine attractions. The aquarium houses 20,000 aquatic animals, boasts more than 5.7 million litres of water and features North America’s longest underwater viewing tunnel.
In September 2022, Blue Door Agency was asked to develop a campaign to drive purchase considerations for Annual Memberships. Following the pandemic, a core objective was to drive Annual Memberships renewals or net-new subscribers to the membership program. Blue Door developed and launched a hyper-targeted digital advertising campaign rooted in storytelling and creative imagery.
The Goal
- Increase total annual membership sales by 10%
- Increase monthly website traffic by 20% with a focus on net new users
- Generate positive brand sentiment and brand awareness for Ripley’s Aquarium (measured by Impressions)
- Drive purchase consideration
The Approach
Blue Door developed a multi-phased campaign on Facebook & Instagram which focused on Ripley’s Aquarium of Canada’s membership program benefits. This campaign targeted two distinct audiences and showcased different creative messaging to each one. One campaign targeted parents and marketed the benefits of an annual membership for their family, including discounts on day camps, sleepovers, and more. The other campaign targeted a younger demographic seeking entertainment. The language for this campaign reflected discounts on guest tickets, 19+ events, and special invites to VIP programming.
Results
In a short campaign window, Blue Door exceeded all client KPIs, increasing online annual membership sales by 342%.
After a successful campaign, Ripley’s Aquarium of Canada retained Blue Door as its agency of record of 2023 and we are currently working on our new campaign highlighting annual membership sales, event programming, and general ticket sales.
342%
37%
1,522
588,665
2,675,860
