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The heart of English rugby and a stunning backdrop for an event – it was time to show Twickenham off as a venue through a stellar PPC campaign.

Best known for hosting sporting events, Twickenham Stadium wanted to promote the many other avenues that the venue had on offer. This ranged from the popular pitch-side BBQs, pre-dinner drinks receptions, award ceremonies, hospitality packages, and team-building activities. Not forgetting the private Twickenham Tours that offers an immersive experience, guided by an expert tour guide, complete with a post-tour visit to the world’s most extensive collection of rugby and football memorabilia.

Twickenham Stadium
Twickenham Stadium FaceBook Ad
Rugby game at Twickenham Stadium

The Challenge

Twickenham Stadium is an international landmark for rugby fans, but they wanted to expand their PPC activity, so they could increase booking for conferences, private parties, seasonal events and corporate hospitality.

Promoting the hospitality packages available, as well as the stunning location and history of the stadium, would enable the internal marketing team to reach their objectives to increase the number of bookings.

Seeking a Google Ads and Social Media Ads strategy, on-going management, and tangible results, they got in touch with us.

The Solution

The most important aspect of this campaign was working with the client to understand their commercial objectives, how they would like to position themselves and what they had tried previously.

We worked with the team on an initial campaign which boosted awareness of the venue in the context of conferences, private parties etc. This met the initial objectives with a positive return on investment, which led to further plans for campaigns.

We wanted to further expand and include campaigns targeting competitors, additional offerings (such as hospitality, meeting rooms etc) and display retargeting. In doing so, it was possible to grow our reach and engage potential new customers who may not have considered the venue before, or even known that hosting events at the stadium was an option.

As the campaign grew we incorporated more advanced targeting, such as user’s interests and behaviours to further increase reach. This has been achieved through the Google display network and targeting specific custom-built audiences based on search terms they have recently used. Display retargeting has also been implemented to remind website visitors to come back, take action and book an unforgettable event.

To make sure we were hitting all the right marks, we also suggested strategic and creative approaches, tweaking campaigns for seasonal campaigns such as international rugby matches and the Christmas party booking season. This meant we could cover all of our bases.

The Results

When we took over PPC campaign management for the client, we set up a number of different conversion points to monitor performance. To date, we have seen the following results:

  • 14% increase in conversions
  • 15% decrease in CPA
  • 6% increase in session duration
  • 6% increase in pages per session
  • 11% decrease in bounce rate.
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