On doing our research, we could see there were many other similar Win A House campaign types running all over the country. In a lot of cases, price point of the entry tickets was €25, a lot lower than ours.
We needed to differentiate our competition from all the others.
1. To distinguish Glenealy GAA’s campaign from that of similar, lower-priced competitions, we delivered a new positioning strategy and rebrand. Widening its appeal, Win A House & Car In Wicklow became Win Your Home By The Sea. We delivered a new logo, new call to action, website reskin and updated social media profiles.
2. Then we made noise – a lot of it. Local and national PR drives, open house days, banners, leaflet drops, door-to-door selling, pop-up shops, and a consistent 12-week social media ad and content strategy ramped up sales and captured the attention of news outlets. We achieved x15 return on ad spend and subsequently, sold over 1,000 more tickets than our original 2,700 target.