When The Polar Express Train Ride needed to drive ticket sales for two family events across the South West, Yorkshire, and Teesside, it partnered with Reach on a data-driven campaign that combined engaging storytelling with precision digital targeting.
Polar Express and Reach
The goal was to engage parents, carers, and grandparents of children under 12 and turn awareness into bookings. The campaign ran across four branded content articles, display advertising, Meta, and InYourArea.
This multi-channel approach combined branded content, display and social activity to reach families at different stages of the booking journey. The branded content helped build interest in the experience, while display and social activity kept the events front of mind.
Reach’s Audience+ product then supported retargeting and reconnecting with prospective buyers who had already shown an interest, to keep them engaged as they moved closer to booking.
The results were strong: 871,000 impressions via Meta, 333,000 via digital display, a 2% click-through rate on display, and 17,000 article clicks across GDN, Facebook, and InYourArea.
“We’ve had a great experience working with Reach on our The Polar Express Train Ride campaigns. Their team delivers high-quality, results-driven campaigns that align with our brand and drive ticket sales.
“We wouldn’t hesitate to recommend Reach as a reliable and effective advertising partner.” Emily Woodcock, Lead Marketing Executive, The Polar Express Train Ride
With winter events already on the horizon for many attractions, the campaign results offer a timely reminder of what’s possible with the right multi-channel strategy in place.
Caroline Baker, Key Account Director, Reach, said: ”Success with seasonal events rarely happens by accident. As the summer holidays end, now is an ideal time for attractions to build on audiences they attracted during the last few months and test what messaging resonates for future events, these insights can feed directly into winter campaign planning.
“Christmas and festive events in particular benefit from early groundwork: audiences need time to discover, consider, and book.
“The Polar Express campaign is a strong example of what’s achievable when the right channels are activated at the right time.”