Driving ticket sales for events at Utah’s largest botanical gardens

Challenge

Red Butte Garden’s team manages a variety of private events, themed seasonal events, and outdoor concerts. Their marketing team approached us to help boost awareness and ticket sales for two iniatives: their upcoming BOOtanical themed event and the upcoming concert series. Our Sky team worked within Red Butte Garden’s budget to design a robust, omnichannel campaign. Together we defined the following measurable outcomes as our campaign goals:

1. Increase event awareness
2. Drive qualified website traffic
3. Increase ticket sales

Solution

Our full-funnel campaign strategy for Red Butte Garden combined display advertising, mobile geo-fencing (or device ID), and social media. By leveraging multiple channels, we maximized visibility and engagement—pushing more ticket buyers to the website. We implemented tracking pixels on the website to measure campaign effectiveness and ticket sales.

The campaign was a resounding success! We saw significant campaign reach, substantial website traffic, and a big boost in ticket sales. The campaign’s mobile geo-fencing strategy showcased a well-rounded approach, capturing both website traffic and foot traffic from event attendees. The favorable return on ad spend (ROAS) emphasized the campaign’s cost-effectiveness. We reached a highly engaged audience interested in the BOOtanical event (13,320 potentials driven to the website with a resulting 2.3% click-through rate).

Additionally, Sky helped boost ticket sales for five concerts with the lowest sales in the Red Butte Concert Series. Our campaign reached over 600,000 concert-goers (2.10% CTR), driving 12,659 potential ticket buyers to the Red Butte Garden website. We placed tracking pixels on the site and monitored 1,457 website conversions, along with tracking 425 devices (foot-traffic) through location-based targeting.

Full-funnel tactics

• Programmatic Display
• Geo-Fencing
• Location-Based Targeting
• Social Media
• Website Optimization