PLG & Ninja Warrior UK
Scaling Prime Leisure Group & launching the UK's most successful Ninja Warrior Adventure Park.
Project Summary
Prime Leisure Group (PLG) is an national brand that specialises in family leisure, with sub-markets in corporate events. Hewitt Matthews were engaged to scale up their Ninja Warrior franchise through Paid Media marketing and organic social management.
How we did it
PLG & Ninja Warrior UK | Organic Social | Paid Search | Paid Social
How we generated over 200k ticket sales in 1 location, and over 500k across the network.
BACKGROUND
Prime Leisure Group (PLG) is a national brand specialising in family leisure, with sub-markets in corporate events. One of PLG’s core offerings is the Ninja Warrior UK Adventure Parks, which offers a variety of obstacle courses and challenges for children and adults inspired by the ITV hit family entertainment show.
In 2022, PLG and ITV wanted to scale the Ninja Warrior UK park offering further but were concerned that their Paid Media marketing had reached some limiting factors. Hewitt Matthews won the work to support PLG with Paid Search and Social Ads marketing and manage organic social media channels.
THE CHALLENGE
With no historic accounts to transition to and a complex 3rd party booking system to track, challenges came thick and fast. But we prefer to say ‘opportunities’! After finding our feet and scaling up the Watford and Chatham Parks, the main objective for the launch of the Guildford campaign was to drive pre-sales at the best possible cost.
SOLUTION
Hewitt Matthews worked closely with PLG and the 3rd party software provider to create a comprehensive strategy, with tracking that covered all aspects of the campaigns.
The team could then use data-driven insights to identify the target audience and create highly targeted campaigns that resonated with them through a combination of Paid Search and Social Ads marketing, as well as managing the organic social media channels, to create an effective, integrated campaign.
RESULTS
The campaigns delivered exceptional results for the new Guildford park launch resulting in the best pre-launch sales ever seen across the Ninja Warrior UK franchise, and the remaining two Ninja Warrior UK parks on are now consistently in the Top 5 Ninja Warrior centres in the UK for ticket sales with over 500k across all 3 parks.
The campaigns are continuing to provide consistent and outstanding ROl throughout, across both Search and Social, resulting in an exceptional relationship with client-side stakeholders from park teams to board level.
The results achieved include a 300% increase in conversion rate, a 13% increase in average order value, and a 53% reduction in CPA YoY.
CONCLUSION
The success of the campaigns continues to grow and is a testament to the dedication & communication between the teams at both PLG and Hewitt Matthews. The Guildford launch was even nominated for an award at the UK Paid Media Awards 2023.
Not only have Hewitt Matthews done a fantastic job delivering against key performance stats, but they have gone above and beyond to resolve significant unexpected challenges in our reporting and integrations. Their digital skills and knowledge are, without question, exceptional, but what makes them so great to work with is the level of professionalism, their communication and regular reporting, and to top it all off they are genuinely great people! I would thoroughly recommend the team for any aspect of digital marketing".
Becs Nichols
Marketing Director
