Park West Driving the World’s Largest Art Gallery Into Digital

Overview: Need to Amp Up Pre-Cruise Registrations and Guest Spending

MISSION:

To increase Park West’s cruise pre-registrations and average spend per guest by driving measurable KPIs through a performance-driven, content-driven, lead-generation program

SITUATION:

Park West Gallery, considered the world’s largest art gallery, sought to leverage a content-driven, digital advertising program to drive new customers to their art auctions on board major cruise lines.

CHALLENGE:

Given that PWG had never leveraged digital before, there were no established benchmarks and track record. In addition, we needed to reach “a needle in the haystack” – targeting people who have already booked a cruise (both new and loyal cruisers), but who were also affluent art aficionados.

Approach: Strategy and Content Dovetail for Artful Results

From research to insight to execution, Roar Media quickly developed and activated a full-funnel content-driven lead generation campaign targeting the entire consumer journey: lower, mid and upper marketing funnel.

Developed a strategic and tactical content and media plan
Conceptualized and created visually-captivating and engaging creative landing pages and ad units
Designed a series of informational (product and service overview and RTB’s) and transactional landing pages (two-step registration process to maximize data capture). These lead intake forms were integrated into the client’s CRM system.
Deployed sophisticated targeting tactics using custom audiences, third-party data, in-market audiences, geo-targeting and affinity segments
Activated both upper-funnel awareness and interest campaigns, as well as advanced retargeting across search, video, display and social media
Tested OOH and other new channels to expand audiences
Customized a real-time reporting interface
Established KPIs and benchmark cost per leads

Results

Seamlessly executed Japanese-inspired grand opening party featuring specialty sake cocktails and Taiko Drummers giving locals a taste of what UDON has to offer
Centralized media planning and measurement to track engagement and overall campaign performance
Paid marketing campaign driving consumers to restaurant site and capturing brand search impression share
Hyper-focused geo-targeting and retargeting across web, social media, and display/discovery advertising
A dynamic multi-media social calendar adapted to U.S. consumer pallets inclusive of sweepstakes, influencer participation, and foodie reviews
Maximized exposure increasing consumer brand recall through positive publicity in print, broadcast and online media outlets positioning UDON as a highly coveted must-try restaurant

ACTIONABLE, RICH-CONTENT LANDING PAGES

CRUISE OVERVIEW PAGE

An enhanced Cruise Overview page with floating pre-registration CTA entices users to learn more while reminding them to pre-register all throughout the page.

PRE-REGISTRATION PAGE

A 2-step form allows us to capture contact details for leads that do not complete the form so we can add them to our remarketing pool for converting them later on.