PALACE ENTERTAINMENT

Messaging Insights Drive Sales for Palace Entertainment Parks.

  • 71% increase in ROAS.

  • 63% decrease in CPA.

  • 12% decrease in CPC.

  • 103% increase in purchases compared to the MoM baseline.

THE PROBLEM

Palace Entertainment, known for its thrilling parks and unforgettable experiences, was searching for ways to refine their pricing communication. I had noticed inconsistencies in creative styles, price messaging, and urgency tactics across campaigns, raising questions about effectiveness and recommended we execute some low-lift static tests to help us better understand the most effective way to price message.

THE SOLUTION

Testing revealed the "sweet spot" for pricing communication: showcasing the original price with a discount outperformed percentage or fixed dollar amount reductions. Additionally, including "End of Summer" messaging significantly boosted conversions. This wasn't just a win for one park; it was a franchise-wide transformation. Palace implemented these insights across their entire portfolio, triggering positive improvements across the board.

TEST 1 - CREATIVE STYLE

DESIGNER: VANESA RAMOS

TEST 2 - PRICE / PROMO MESSAGING

DESIGNER: VANESA RAMOS

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