MetroLagoons is a rapidly growing regional chain of aquatic playgrounds featuring outdoor recreational activities, cafes, concert spaces, and poolside tiki bars. They have locations in Wesley Chapel and Wimauma, FL, and several more forthcoming.

The Challenge

Lack of Brand Awareness

As the summer of 2022 was approaching, MetroLagoons was looking to advertise their new location, Southshore Bay in Wimauma, FL, in order to boost ticket sales. They needed to build brand awareness, attract new and returning customers, and drive high quality traffic to their website.

The Strategy

Paid Media Campaigns

When MetroLagoons approached Cordelia Labs to develop their online advertising, we knew they needed to launch a wide-ranging brand awareness campaign to fill the top of the funnel. Then we’d follow up with carefully focused ads to keep the new location top of mind for potential customers in the greater Tampa Bay area.

We proposed a data-driven, omnichannel paid media campaign focusing on programmatic display ads, social media, SEM, and YouTube content creation.

isolated compilation of display ads for water park

The Tactics

Geographic and Demographic Targeting

The campaign began by focusing on people within a 30 mile radius of the Southshore Bay location and within 10 to 20 miles of select cities throughout central Florida. Google Search Ads allowed us to focus on people in these areas searching for related keywords such as “best beaches,” “outdoor activities,” “outdoor concerts,” and “water parks.” Targeting also concentrated on two distinct audiences: families with young children and young adults.

Data-Driven Omnichannel Advertising

Cordelia Labs used various forms of advertising, including display ads, paid posts on social media, Google search, and YouTube videos to reach a large group of people within the targeting parameters. With strategic help from Cordelia Labs, MetroLagoons created enticing new videos for YouTube, TikTok and Facebook focusing on the crystal clear blue water to get people’s attention. Retargeting across all channels helped bring in new leads and kept people informed of the new locations or upcoming events. All of these tactics brought a lot of high quality leads to the landing page and ultimately increased ticket sales.

Continuous Optimization

Through weekly testing and analysis of the campaign and its assets, we were able to optimize performance by creating negative keywords, adding keyword variations, revising top performing ads, and refining geolocation settings. Robust monitoring of Google Search Ad performance helps protect the brand from any competitive poaching campaigns. The installation of an online dashboard allows the client to see the results in real time.

illustration of blurred SERP

The Results

A Record-Breaking Summer

Thanks to our advertising campaign, MetroLagoons saw their busiest summer on record.

  • 468% ROAS overall
  • 1143% ROAS for search engine marketing
  • 45% increase in ticket sales from May to June, 2022
  • 18.2% increase in revenue MoM

Due to the robust surge in summer ticket sales, the new Southshore Bay location has been successfully launched, and MetroLagoons is pursuing plans to develop four additional locations throughout the state in Parrish, San Antonio, Fort Myers, and Land O’Lakes.