The Ice Palace Minnesota
Crafting Winter Magic Through Digital Mastery
Role: Content Producer, Copywriter, Digital Strategist
Objective: My goal was to transform the Ice Palace into a must-visit winter destination in its debut season by harnessing the full spectrum of digital marketing to drive visitor engagement and ticket sales.
Strategy and Execution: As co-lead on this ambitious project, I was instrumental in crafting a digital marketing strategy that integrated targeted advertising, engaging content, and strategic influencer collaborations. I personally developed ad copy for Meta and Google Ads campaigns, fine-tuning our message to engage diverse audience segments effectively and achieve low cost-per-click while maximizing reach. Additionally, I spearheaded specialized Spotify and iHeart media campaigns to target specific demographics, such as parents, enhancing our engagement through curated audio messages. My leadership extended to overseeing the creation of compelling visual content, including dynamic drone videography, which not only showcased the Ice Palace's unique features but also connected emotionally with potential visitors.
Results: The digital marketing campaign for the Ice Palace yielded exceptional outcomes, significantly surpassing our initial expectations. Our Meta Ads campaigns stood out, achieving a cost-per-click as low as $0.07, with total impressions around 5.74 million and a reach of approximately 2.79 million. This efficiency was echoed in our Google Ads, which garnered extensive engagement with a total of 26.5K clicks from a modest spend of $5.82K, reflecting an average CPC of $0.22. Our strategic Spotify ads effectively targeted specific audiences, contributing to the overall success. Additionally, our influencer collaborations and media efforts generated over 31 million impressions, greatly enhancing brand visibility and contributing to a media publicity value surpassing $500,000. This comprehensive strategy solidified the Ice Palace as a premier winter attraction and set a high benchmark for future marketing efforts in the tourism and entertainment industry.
Reflection: This campaign not only met but exceeded our objectives, showcasing the effectiveness of a well-rounded digital strategy. My role was crucial in steering the campaign's strategic direction, particularly in digital advertising and copy creation, dramatically increasing brand visibility and consumer engagement. Working alongside my co-lead, we harnessed the creative talents of our team, leading to innovative solutions under tight deadlines. This experience reinforced my capabilities in leading complex marketing campaigns and achieving remarkable results through collaboration and strategic agility.
