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Visits to "Tickets"
Transformation and digital marketing
in water parks
Case study:
Water parks
Incognito and Aqualand teamed up to modernize the digital marketing of the company’s two water parks in Andalusia: AquaMijas and AquaVera. The digital transformation of Aqualand’s marketing included the development of two websites, the comprehensive management of its social networks and search engine advertising services (SEM), Instagram and Facebook.
Results
The challenge
Before 2020, Aqualand had decided to embark on a process of progressive digitization of its marketing activities.
The arrival of the coronavirus had a significant impact on the company’s forecasts, as national and international tourism was reduced, the capacity of the water parks was limited and, at the same time, the digitization of online sales processes was accelerated.
Digital marketing goals in 2021 were:
- Increase online sales to compensate for the decline in activity through conventional marketing actions.
- Optimize the launch of online promotions and discounts throughout the season.
- Improve the level of interaction with the community on social profiles.
- Guide social channels towards sales, launching advertising campaigns through social ads on Facebook and Instagram.
- Digitalize customer loyalty tools, especially with companies and schools in the area.
The solution
At Incógnito, we conceptualized, designed and configured websites for AquaMijas and AquaVera water parks. We integrated WooCommerce as a sales platform in WordPress to connect with the ticketing systems. We also optimized the navigation for mobile devices, activated popups to channel traffic to the ticket page during promotional moments and created SEO oriented content for the blogs of both websites.
We integrate into the digital marketing strategy regular direct marketing actions by developing a commercial database for sending email marketing offers and promotions. We fed this database through a new operation in the purchase process, as well as through initiatives with the community, respecting compliance with the RGPD.
We carried out segmented social ads campaigns on Facebook according to different audience cohorts, significantly increasing sales results. We also successfully activated a special page for the digital version of the loyalty cards that AquaMijas distributes among employees of companies and organizations in Malaga.
The most important result was an average increase of 366% in sales between the two parks. We maintained the growth of the community of followers on Facebook and Instagram, responding to hundreds of messages on these networks in addition to Google My Business. In addition, we improved the local and national positioning of AquaMijas and AquaVera to place them among the top search positions related to their sector.
Testimonial
“We have made progress with Incognito in digitizing the business to adapt it to the needs of users and of a market that will never be the same again after COVID-19”
María del Mar Asesio
Aqualand Manager
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