Driving Better Performance With AI
The Client
Pacific Science Center has been an institution in Seattle for over 60 years. Whether it’s the tourists in town for the weekend or local families looking for ways to spark curiosity within their children, PacSci is a familiar destination located near the Space Needle.
Goals
PacSci is looking to high daily/weekly numbers of general ticket sales and uses digital media to help promote the variety of ticket options.
Approach
Our campaigns
Lean into Google’s Performance Max (PMAX) campaigns to complement our other campaigns and drive lower funnel sales activity.
Use Meta to reach the Seattle market, highlighting PacSci’s offerings from general admission to their IMAX theater and more.
Layer on YouTube and CTV to build awareness and stay top of mind.
Results
After adding PMAX to our campaigns, we saw a dramatic shift in online sales.
General Admission Tickets
From the week ending on 9/3/23 to the week ending on 10/15/23, the % of GA tickets issued online averaged 22%
From the week ending 10/22/23 to the week ending 12/3/23 the % of GA tickets issued online averaged 31%
That is a change in % of GA tickets issued online of 41%
Membership Sales
From the week ending on 9/3/23 to the week ending on 10/15/23, the % of memberships sold online averaged 55%
From the week ending 10/22/23 to the week ending 12/3/23 the % of memberships sold online averaged 76%
That is a change in % of memberships sold online of +38%
Summary
Automation/AI is not slowing down and it’s important to know when to lean into it. PMAX continues to be an evergreen piece of our media plans and complimented with other channels it enhances not only the campaign data but overall digital performance for the client.