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Case studies

Clearwater Marine Aquarium achieves a ROAS that's double the industry standard.

  • Budgets: Multi-Million

Overview

Clearwater Marine Aquarium (CMA) operates within the aquarium and attractions sector, focusing on the rescue, rehabilitation, and release of marine animals. As a not-for-profit organization, its mission-driven messaging balances conservation efforts with the need to drive attendance and revenue. By targeting tourists and local families looking for meaningful entertainment experiences, the campaign sought to generate awareness, increase foot traffic, and enhance financial support for CMA’s initiatives.

Campaign Objective

The primary goal of the Clearwater Marine Aquarium campaign was to expand visitor engagement, increase on-site attendance during non-peak months, and boost revenue post-pandemic. A key element of the strategy involved a partnership with a local hotel, Winter the Dolphin’s Beach Club, a 92-room boutique beachfront hotel rebranded to align with CMA’s conservation message. This collaboration offered a unique, immersive experience for visitors, integrating storytelling with tangible environmental impact.

Strategy & Execution

To achieve the campaign’s goals, a robust media planning and buying strategy was executed, including:

  • Targeted Audience Segmentation

Focused on tourists and local families seeking both entertainment and conservation-driven experiences.

  • Cross-Channel Digital Advertising

Deployed a mix of programmatic display, paid social (Facebook, Instagram), and search engine marketing (SEM) to drive ticket sales and hotel bookings.

  • Partnership Integration

Leveraged the rebranded Winter the Dolphin’s Beach Club to create a seamless visitor journey, emphasizing the connection between marine conservation and tourism.

  • Influencer & Content Marketing

Engaged travel influencers and conservation advocates to amplify awareness and drive engagement.

  • Dynamic Retargeting

Implemented retargeting strategies to capture high-intent users and optimize conversion rates.

Results & Impact

Return on Ad Spend (ROAS)

Achieved 4:1, doubling the industry standard.

Increased Off-Peak Foot Traffic

Successfully drove attendance during traditionally slower months.

Revenue Growth

Generated $3.7 million in an 18-month span post-pandemic.

Hotel Collaboration Success

Enhanced visitor experience through the rebranded Winter the Dolphin’s Beach Club, reinforcing conservation messaging while boosting overnight stays.

  • Key Takeaways

  • Effective Media Investment: A well-optimized paid media strategy led to high ROI and increased engagement.

  • Strategic Partnerships: The collaboration with Winter the Dolphin’s Beach Club provided a compelling, mission-aligned experience for guests.

  • Scalability & Future Growth: Learnings from this campaign inform future initiatives, demonstrating the effectiveness of integrated media strategies in driving sustainable tourism and conservation awareness.

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