Elevate

one time square

LAUNCHING A SCALING AN ICONIC DAILY ATTRACTION

CHALLENGE In 2026, One Times Square launched as a net-new attraction in a crowded NYC tourism market. Competing for visibility against established attractions like Rockefeller Center, Empire State Building, Edge, and Summit One Vanderbilt, One Times Square needed to simultaneously drive awareness of the new attraction while also meeting efficiency & revenue targets. At launch, Brand Search Impression Share sat below 10%, while Meta was a net-new channel activation. STRATEGY We built a media strategy designed to be unmissable. Built around high impact media moments, grounded in our EPIC Consumer Insights, which not only informed when and where the target audience would be most receptive but also to help fine tune that messaging with the help from synthetic interviews. That included for each attraction, top-of-funnel traffic and lead capture, purchased-optimized prospecting, and retargeting based on site and in-app user behavior. ACTION Full Funnel Meta activation with creative and messaging aligned for each attraction’s core audience at each level of the funnel. for each core OTS attraction: Traffic & Lead Generation: Leverage the NYE Ball (OTS’ most notable attraction) to draw in users and drive email sign ups Conversion Prospecting: Offer-specific UGC & Branded video content intended to engage and inform users about each OTS attraction Conversion Retargeting: Static & Animated content focused on offer details, value props to further educate users and drive conversions Google Demand Gen campaigns to expand video reach, NonBrand Search to target general tourist and competitor attraction queries, and a heavy emphasis on Brand Search to build and defend OTS’ own image. RESULTS From a standing start - zero brand demand, new ad accounts, and no existing share of voice - the first 6 months post-launch closed at a 1.77x blended ROAS and a $30 CAC; well under the $56 AOV. Brand Impression Share climbed from under 10% to 73% over the same window, highlighting the impact of a full funnel, awareness-conversion tactics.

CAMP

LOCAL DEMAND GENERATION ACROSS NINE DAILY-TRADING LOCATIONS

CHALLENGE CAMP runs nine family experience stores, each dependent on daily local footfall and refreshed by rotating limited-time attractions. Elevate inherited an account working against itself: national rather than local targeting, campaigns fragmented by gender and match type, target-ROAS floors throttling delivery, and lifetime budgets that made pacing uncontrollable. Only 37% of the approved monthly budget was reaching market. STRATEGY & ACTION Rebuild around the individual location. Establish where each market saturates and right-size spend to it, replace national reach with market-calibrated local targeting, give every store a full funnel from brand demand through category prospecting, and move the scorecard off platform ROAS onto fill rate, conversion rate, return on ad spend and spend as a share of revenue. Stabilized pacing across all nine markets and moved from lifetime to daily budgets, then launched a net-new structure on 1 September - every Meta campaign rebuilt plus 54 new Google campaigns: Three campaigns per market: core brand, attraction, non-brand Radii 3–5 miles urban, 15–25 miles suburban; presence-only on category terms Brand exclusions so prospecting cannot reclaim demand CAMP already owned RESULT Against a back-to-school demand decline, weekly media spend was reduced by 25% while every core measure improved: ticket fill rate up 27%, paid search conversion rate up 36%, return on ad spend up 10%, and spend as a share of recognised revenue down 35%. Includes the Bluey’s House launch at the existing Washington D.C. store, which reached $128,168 in weekly ticket revenue at 84% opening fill.

SCALING THE HYPE AND TICKET SALES OF A LIMITED TIME EVENT

CHALLENGE 2025 was a strong year for the F1 US Grand Prix: $79.8M in ticket revenue, with hospitality the growth engine at $28.3M (+16% vs 2024). Elevate’s 2026 priority was to grow overall sales with hospitality top of mind. STRATEGY & ACTION In 2025, six race-focused ads ran across all campaigns and optimizations (Traffic, Lead and Conversion). 2025 campaigns were also time constrained, with conversion campaigns only launching in July, by which point 60% of grandstand and hospitality revenue was already sold. Elevate’s 2026 USGP media strategy aligned creative with audience persona, and product offer with core buying windows. Built five core audience-creative pairings on Meta: suite, Guest House and turn-specific statics to a grandstand-only Advantage+ campaign, top-25% household income and hospitality buyer lookalikes; hype video and FOMO statics to F1 driver and team interest; concert announcements to musician interest. Folded hospitality into the high-ATP grandstand campaigns and seeded audiences from ticket-type purchase lists, so the copy did the targeting: "Secure your grandstand seat now before the best views are gone." RESULTS By July 2026, drove + 62% Hospitality Sales YoY, driven +41% Hospitality Sales Full Year-to-Date