Case Study | Entertainment

Orlando Magic Scores Big In The International Tourism Market

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Refined audience targeting to find the open man

Net Conversion and the Orlando Magic score big by courting Central Florida’s fast growing international tourism market with highly-targeted digital marketing.

Situation

The Orlando Magic face local competitors every bit as challenging as opposing NBA teams. Namely, the many other entertainment options available to residents and tourists in Central Florida. While there is certainly no shortage of basketball fans living in greater Orlando, the Magic were thinking bigger. With international tourism continuously growing in the Central Florida region, the Magic saw an opportunity to sell tickets to international consumers for what the Magic positioned as an authentic NBA experience.

Objective

To increase international traffic to the Magic’s website by +20% and incremental ticket sales by 10%.

Methodology

We developed more refined, targeted, and measurable digital campaigns that targeted multiple audiences, including international tourists. Additionally, we deployed different messaging by audience, with different videos for different game packages, and different language and offer versions for Brazil and other markets outside the US that are different from the local videos

“If you’re talking to a local who is a Magic fan, you talk about the Magic,” says Frank Vertolli, Net Conversion cofounder. “If you talk to a local who is a visiting team fan, you talk about both teams. And if you’re talking to someone in Brazil, you talk about seeing the NBA while you’re in Orlando.”

Results

We exceeded our goals of attracting foreign visitors to the Orlando Magic website and ultimately the Amway Center, all with a $5 ROAS. Website traffic jumped +21% from Brazil, +32% from Canada, and +35% from the UK versus prior year. The Orlando Magic also saw increased game attendance from Brazil by +35% year over year. Moreover, the targeted TrueView ads helped increase website visitation across the board—up +14% in the local market and over +20% from nearly all outer Florida markets.

Let’s be unexpected together.

Let’s be unexpected together.
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