250%
more newsletter subscriptions
42%
Coupon redemption rate
5x
Return on Ad Spend (ROAS)
INCREASE IN PARKING CAPACITY THROUGH ONLINE MARKETING AND COUPONING
The Papiliorama is a special zoo in Kerzers for butterflies and a variety of tropical animals, plants and insects from the South American rainforest. In addition to the 1,200 square metre tropical garden under glass domes, the Papiliorama offers further attractions such as the Nocturama, the Jungle Trek and the petting zoo. The Papiliorama was opened in 1988, is visited by over 250,000 people a year and employs over 60 people.
We have achieved excellent results with Gonnado for several years. Gonnado is the online marketing partner with the most sales and newsletter subscriptions.
LORENZ SCHLÄFLI, COO AT PAPILIORAMA
Challenge
Papiliorama has commissioned Gonnado to use online marketing to sell targeted tickets at the box office. Because many customers research online, but most visitors buy their tickets on site. In addition, newsletter subscriptions are to be increased in order to encourage customers to visit again.
Measures
Gonnado has promoted different geographic and demographic audiences with Google Ads and Facebook Ads. Prospecting ads and search ads were used to reach new customers. In addition, existing visitors were targeted with on-site layers and retargeting ads. The promotion offered a 16% discount voucher and a drink voucher as incentives.
Results
The promotion has significantly increased the number of tickets sold through online marketing. The coupons issued achieved a very high redemption rate of 42%. Because all interested parties who ordered the coupons also subscribed to the newsletter, many newsletter registrations were also generated. Overall, the promotion achieved a return on ad spend of 5x.
Effects
Papiliorama can specifically increase the occupancy rate of the butterfly zoo through sales promotion with Gonnado. For example, additional tickets can be sold in peak seasons or low seasons through online-to-offline promotions. Papiliorama can thus further increase its market share. Thanks to the many newsletter subscriptions generated by Gonnado, Papiliorama can also increase customer loyalty with the newsletter and promote returning visitors.
Learn about the successes our partners had using Gonnado’s performance marketing suite.
