Gumbuya World, Victoria’s only water, wildlife and theme park, boasts unique attractions that range from family fun rides and a huge pool to amazing Australian wildlife experiences. The team from Gumbuya World approached Nine Plus to drive awareness and ticket sales for the lead-up to the summer holidays, their busiest period. In response, the Nine Plus team developed a TV schedule focused on tapping into the family segment. Nine Plus used a combination of assets on the Today Show as well as a heavy TVC presence during family movies across the Nine Network.
With a strong focus on the family market, Today delivered great awareness in the lead-up to the summer school holidays and throughout.
Over the summer period Gumbuya World website traffic grew by 38%, with a 45% increase in January when the campaign was at its peak. This also translated into a 40% uplift in ticket sales for summer 2020-21, a great result considering Gumbuya been closed for over seven months during COVID and had to restore its brand awareness.