Our long-standing client, the Ottawa Senators Hockey Club (the Senators), needed to generate ticket sales and demonstrate a significant return on investment based on increased online media spending from the previous season, specifically increased conversions, cost-per-acquisition (CPA) and click-through-rate (CTR). Challenges of the campaign included limited planning time (1-week turnaround), site availability, use of standard formats for creative provided and tracking implementation. Further, the budget for the campaign was limited to $50,000 (gross).
The campaign utilized paid online advertising targeted at adults in the National Capital Region, ages 18-54, in both French and English, skewed male.
The campaign ran from September – December 2014, generated nearly $600,000 in ticket revenues, representing a return on investment of 10 times the original investment.