Success Story: Arnold Palmer Invitational
The Challenge
- The Arnold Palmer Invitational Golf Tournament, a premier sports attraction, faced the challenge of increasing consumer awareness and increasing ticket sales while also maintaining overall advertising costs.
The Solution
- Watauga Group developed and executed a new, omnichannel media campaign encompassing Paid Search, Social, and Programmatic digital media to maximize and quantify sales.
- To ensure each dollar was spent against the target audience, media retargeting techniques were used based on abandoned cart data while also excluding audiences that made a purchase.
- Additionally, heavy barter was negotiated to help offset the cost of traditional media including Radio and Out-of-Home.
The Results
- Ticket sales increased 12% by the second year of the campaign while YoY budgets and advertising costs were held flat.
