The Watercress Line is a heritage railway attraction in Hampshire, situated just seven miles from the ancient city of Winchester. Their Steam Illuminations event is their most significant annual event, attracting thousands of visitors with its unique festive offering.
The main objectives of the campaign were to:
• Create awareness of the Steam Illuminations event within a 90-minute drive-time radius of the Watercress Line.
• Use TV advertising to drive ticket sales and boost attendance.
To achieve these goals, Watercress Line targeted:
• Sky households with families and a mid-to-high level of affluence.
• Households within the designated geographical area surrounding the attraction, ensuring maximum relevance to potential visitors.
• Households exposed to the campaign were 50x more likely to purchase a ticket compared to non-exposed households.
• The campaign drove 258 ticket sales, significantly contributing to the event’s success.
• Delivered an impressive 4:1 ROI, showcasing the effectiveness of targeted TV advertising.
“We were really pleased with our AdSmart campaign last year. To be able to evaluate the results to understand the ROI was very helpful and enabled us to demonstrate the need to repeat this activity to reach our target audience.”
Jules Johns, Marketing Manager at Watercress Line
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