Auckland Art Gallery
- Client: Auckland Art Gallery
- Date: The Light Show exhibition ran from October 2014 to February 2015
- Project URL: aucklandartgallery.com/lightshow
"Search Republic provided us with well-timed, well-targeted paid search, display advertising and YouTube activity, as well as with invaluable advice to help ensure effective creative content. The team was proactive and fully engaged throughout, constantly refining activity to produce outstanding results. Light Show is now on record as the Gallery’s second-most attended exhibition since 1995. Thank you, Search Republic, for your help in making that happen!"
Search Republic was employed by the Auckland Art Gallery to create an effective paid search strategy and its implementation for The Light Show, to ensure that this interest was captured and converted.
Auckland Art Gallery is the main art gallery in Auckland, and is funded by the Auckland Council. It has a collection of over 15,000 works, and also showcases a number of touring exhibitions throughout the year. While entry is generally free, there are usually around two ticketed exhibitions each year, which help with funding the costs of bringing world-class exhibitions to Auckland.
From October 2014 to February 2015, Auckland Art Gallery hosted a ticketed exhibition called ‘Light Show’ – a light based art exhibition that offered an immersive and multi-sensory experience. The aim was to sell as many tickets as possible to this exhibition. This was to be achieved through generating interest through billboards, online paid search banners, and word of mouth. Once this interest was created, the aim was to channel this interest to a landing page created just for ‘Light Show’, and Search Republic was employed to assist in coming up with an effective paid search strategy and implementation, to ensure that this interest was captured and converted.
As Auckland Art Gallery is publicly funded, the challenge was to generate and channel interest effectively, so that a large number of bookings could be generated from the relatively low budget.
Paid search keywords, text and banner ads, as well YouTube videos, were implemented and optimised throughout the campaign to ensure that we were generating the highest volume of ticket sales for the budget available.
Interest was achieved through ‘Light Show’ billboards, online paid search banners, YouTube in-stream videos and word of mouth. Search Republic provided recommendations for the design of the online banners and YouTube videos and selected targeting (which determines where the banners are shown across the web and which videos on YouTube) related to art topics, interests and placements. This targeting criteria was optimised throughout the campaign based on click-through rates, view rates and engagement, to ensure that the budget was spent effectively.
Once the interest in Light Show was created, this interest needed to be directed to a page with additional details and booking information online. A ‘Light Show’ landing page was created for this purpose, but as this was a new page, it was determined that paid search would play a crucial role in channeling interest to this landing page. Search Republic set up search campaigns targeting keywords related to ‘Light Show’ and ‘Art Gallery’, as well as more generic searches where people were looking for activities in Auckland.
Remarketing was also set up on the landing page, and all visitors were collected into a visitor pool, which we then remarketed to later on in the campaign to remind users about visiting Light Show.
The paid search keywords, text and banner ads, as well YouTube videos, were optimised throughout the campaign to ensure that the budget was spent effectively, generating the highest volume of ticket sales for the budget available.
Objectives and Results
Capture users searching for ‘Light Show’ and related search terms through paid search and send these to the ‘Light Show’ landing page.
Optimise campaigns throughout the campaign period to send high volumes of quality traffic to the ‘Light Show’ landing page for the lowest possible cost.
Ensure interest generated from traditional media (e.g. billboards) was then channeled into bookings (mainly through using Paid Search) so that visitor targets were met.
Conversion rates increased 70.8% and the cost per conversion declined 79.66% over the campaign period.
Paid traffic generated 79.43% of the traffic through the ‘Light Show’ landing page and accounted for 73.75% of the traffic that converted.
Visitor number exceeded all targets and ‘Light Show’ was the second most attended exhibition since 1995.
“We chose Search Republic as our partner for Light Show to ensure as much online exposure as possible. By complementing offline activities with effective online marketing, we were able to deliver an integrated campaign that captured and converted public interest. Search Republic provided us with well-timed, well-targeted paid search, display advertising and YouTube activity, as well as with invaluable advice to help ensure effective creative content. The team was proactive and fully engaged throughout, constantly refining activity to produce outstanding results. By the end of the campaign,Light Show had become a huge success with visitor numbers exceeding all targets. Light Show is now on record as the Gallery’s second-most attended exhibition since 1995. Thank you, Search Republic, for your help in making that happen!”
Marketing and Audience Research Manager,
Auckland Art Gallery Toi o Tāmaki
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