Christmas at Bute Park

Mustard Media

Christmas at Bute Park was a brand new festive light trail held in a new location; Cardiff, which launched in Summer, during Covid 19.

We (Mustard Media) were tasked with creating the brand, website and social channels as well as strategising and implementing the whole campaign. A key challenge included, launching a new event with no existing assets, engaged audience or database to utilise. We took the bold move of launching the event in August, not typically a time for festive events to go on sale. This paid off and enabled us to build momentum, ensuring that by the time people were interested in looking at Christmas events, Christmas at Bute Park came top of their list. Through our clever marketing techniques, unique marketing mix and expertise in the sector, we helped Christmas at Bute Park to become a sensational success. Key stand outs include: •The launch day being one of the most successful on-sale days in our clients’ History. • Selling 40,000 tickets within just 48 hours of ticket sales opening. • Generating 36,514 email signups (against a target of 20,000)! • Generating £1.6 million in revenue with an ROI of £8.66 (against a target of £1,155k)! •Google Search (brand & non-brand keywords) £330,047.84 revenue driven from £9,008.86 spend (ROAS of 36.64) The campaign exceeding all targets and has lead to the client now receiving enquiries from other businesses who are looking for help to run their own light trails. • The success leading to more opportunities opening up for the client in Wales. This was an important achievement as this event was the first one that the client has done in Wales.