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.