Strategic paid campaigns deliver 918.5% ROAS in 2025 — best season on record.
- Programmatic
- Paid Social
- Paid Search
- CTV
- Audio
- OOH
- DOOH
The challenge
Opening the Mirada Lagoon in 2023 — their biggest location yet — while sustaining performance at two existing Tampa-area parks. Mirada and Epperson are only 5 miles apart, which risked campaigns bidding against each other and cannibalizing results.
The results
918.5% ROAS. 96% improvement from 2022. 20+ million impressions. Back-to-back record summers for Metro Lagoons, with three new locations planned for 2024–2025.
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918.5%
Season ROAS
Return on ad spend for the full 2023 summer season.
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96%
ROAS improvement
Year-over-year ROAS growth from the 2022 season.
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20M+
Impressions
Across digital and traditional channels including iHeartRadio live events.
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2nd
Record summer in a row
Back-to-back best seasons on record for Metro Lagoons.
Metro Lagoons came into 2023 with two established Tampa-area locations (Southshore Bay in Wimauma and Epperson in Wesley Chapel) and one major challenge: launching Mirada, their biggest lagoon yet, just five miles from Epperson.
The proximity problem
When two locations are five miles apart, undifferentiated campaigns bid against each other, inflate CPCs, and confuse the audience. The first strategic decision was a geographic split — dividing the Tampa DMA based on lagoon proximity and building entirely separate targeting, messaging, and creative for each location.
Omnichannel execution
The media mix combined performance digital (search, social, video) with traditional reach channels. We partnered with iHeartRadio for three live events featuring raffles and promotions across streaming and terrestrial radio. Billboard and display ads layered reach on top of the performance foundation.
The creative strategy tested different value propositions for each location — amenities, proximity, uniqueness — and allocated toward the messages that converted.
918.5% ROAS
The result was the best summer on record — for the second year in a row. 918.5% ROAS and a 96% improvement from 2022. Metro Lagoons went into the offseason planning three new locations, with Cordelia Labs expanding the media program to match.
About the client
Metro Lagoons
Metro Lagoons operates a chain of Caribbean-inspired aquatic parks across central Florida. Their lagoons feature crystal-clear swimming, water activities, dining, concerts, and tiki bars — with locations in Wesley Chapel, San Antonio, Wimauma, and Ft. Myers.