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Case studies

SSA Group Drives Engagement Through Targeted Media

  • Budgets: Multi-Million

Overview

SSA Group is a leading provider of visitor amenities, retail, and food services at cultural attractions, including zoos, aquariums, and museums. The company sought to enhance visitor engagement, increase sales, and drive awareness of its offerings across its partner institutions. However, the challenge lay in reaching diverse audiences with highly localized messaging while maintaining a cohesive brand presence across multiple venues.

Campaign Objective

The primary goal of the SSA Group campaign was to elevate visitor experiences, boost retail and food service sales, and strengthen the brand’s relationship with cultural attractions. The key objectives included:

1. Increase foot traffic and revenue across SSA-managed retail and food outlets.
2. Enhance visitor engagement by promoting unique experiences within cultural attractions.
3. Develop and implement targeted media strategies tailored to each venue’s audience.
4. Strengthen SSA’s positioning as an integral partner to cultural institutions.

Strategy & Execution

A multi-faceted media approach was deployed to maximize engagement and conversion rates:

  • Hyper-Localized Media Targeting​
Customized digital and traditional advertising campaigns for each partner location, ensuring relevance to regional visitor demographics.
  • Data-Driven Digital Strategy

Leveraged audience insights to deploy paid social media, search engine marketing (SEM), and geofencing to attract nearby visitors.

  • Integrated On-Site & Digital Promotion

Aligned in-venue signage, mobile app notifications, and digital ads to drive conversions and enhance visitor engagement.

  • Influencer & Content Marketing

Partnered with travel and family influencers to create authentic content showcasing SSA’s food, retail, and entertainment experiences.

  • Seasonal & Event-Based Campaigns

Developed limited-time promotions tied to holidays, exhibitions, and peak visitor periods to maximize revenue opportunities.

Results & Impact

Increased
Revenue​

Boosted food and retail sales across multiple SSA-operated locations.

Enhanced Visitor Engagement

Higher interaction rates with digital promotions, leading to improved brand awareness.

Targeted Campaign Efficiency

Localized strategies resulted in higher conversion rates and optimized ad spend.

Stronger Institutional Partnerships

Reinforced SSA’s value as a key partner to zoos, aquariums, and museums by driving attendance and revenue.
  • Key Takeaways

  • Localized Media Strategies Drive Results: Tailoring campaigns to each venue’s audience ensured higher engagement and sales.

  • Data-Driven Decisions Improve Efficiency: Leveraging audience insights optimized ad spend and campaign performance.

  • Integrated Marketing Enhances Experiences: Aligning digital and on-site promotions created seamless visitor engagement.

  • Scalability for Future Growth: The success of this campaign provides a blueprint for expanding SSA Group’s media strategy across additional partner locations.

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