WeatherAds for Outdoor Attractions

WeatherAds can help outdoor attractions, entertainment and recreation businesses - like theme parks, zoos, botanical gardens, ski resorts, spa resorts and golf clubs - increase ticket sales, bookings and visitors, by leveraging our unique contextual triggers and signals for audience targeting and ad personalization.

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Weather drives bookings for outdoor attractions & hospitality businesses

The weather plays a huge role in driving visitors to outdoor attractions. Warm sunny weather generally accelerates ticket sales and footfall to zoos, theme parks, botanic gardens, outdoor activity centers and golf courses. Conversely, inclement weather such as heavy rain, snowstorms, extreme temperatures or high winds, will curtail attendance. Erratic or unpredictable forecasts will also deter people from purchasing tickets due to the risk of a ruined experience. Many outdoor attractions have both indoor and outdoor facilities, which provides excellent opportunities for weather adaptive advertising, whatever the weather.

Key weather insights for outdoor attractions
‍

Zoos see a 20-30% increase in attendance during periods of warm, sunny weather.

Theme Parks suffer a 30-50% drop in attendance on rainy days (depending on the severity of the rain) and waterparks an even greater 50-70% drop.

Ski Resorts: new snowfall of 15cm or more can lead to a 30-50% increase in lift ticket sales.

Outdoor Attractions & Entertainment Use Cases for WeatherAds

Below are some examples showing how outdoor entertainment, recreation and hospitality businesses can use WeatherAds to improve the performance of their marketing campaigns, boost engagement, drive more sales and increase return on their advertising spend.

Campaign Overview

Product: Waterpark pass
Scenario: 'Beat the heat - temperature triggers'
Platforms: Facebook, Instagram, TikTok, Email, SMS
Goal: Online bookings - ticket sales

Automation Rules

Trigger

RealFeel®

IN

Waterworld, Ayia Napa

is

above 25°C

AND

sunny

Action

Turn on 'BEAT THE HEAT' ads during condition

AND

Revert to ‘DEFAULT ADS’ when condition ends

Creative Execution (Ad)

Campaign Overview

Product: Ski resort tickets
Scenario: 'Fresh Powder in Resort'
Platforms: Facebook, Instagram, TikTok GDN, RTB Display, RTB Video, Email
Goal: Online bookings

Automation Rules

Trigger

Snowfall

is

heavy

within past 24 hours

IN

Whistler Blackcomb

Action

Turn on 'Fresh Snow' ad sets

THEN

 Pause 'Fresh Snow' ads &
activate 'Brand' ad sets when condition ends

Creative Execution (Ad)

Campaign Overview

Product: Zoo tickets
Scenario: 'Rainy Day Discount Promo'
Platforms: Paid Search, Social, Programmatic Display
Goal: Online purchases (tickets for weekend visit)

Automation Rules

Filter 1 (Heavy rain)

IF

Heavy rain

is

Forecast for this weekend

IN

Boston Zoo

THEN

Turn on ‘RAINY WEEKEND PROMO’ ads

AND

Increase bids on RTB & Social by 30%

Filter 2 (Default ad - normal weather)

IF

No rain

is

Forecast for this weekend

IN

Boston Zoo

THEN

Activate 'GENERIC BRAND' ads on RTB & Social

AND

Revert to original bids on RTB & Social

RAINY DAY PROMO AD

DEFAULT BRAND AD

Weather-Based Marketing Tactics for outdoor entertainment, hospitality & recreation businesses

Serve ads to audiences based on their local weather conditions

Serve ads to audiences based on the weather in a different location (e.g. in your resort)

Pre-emptive targeting & messaging using predictive triggers (forecast conditions)

In-the-moment targeting & messaging using real-time triggers (live current conditions)

Reactive trend-based targeting & messaging using recent past triggers (historical conditions)

Outdoor attractions triggers & signals for contextual audience targeting and ad personalization

Conditions

Indices

Temperature (max and min)





Outdoor activity index

RealFeel® Temperature





Travel index

Sunshine





Ski index

Rainfall





Golf index

Severe Weather (e.g. Hail, Storms, Hurricanes, Floods, etc.)





Beach & pool index

Outdoor Attractions & Hospitality Industry Ad gallery

Examples of advertising and creative executions for outdoor visitor attractions and resorts, that have relevance to weather and environmental factors. Intended for demonstrational purposes only.