CheapTickets is an online travel services company focusing on the leisure market, offering airline tickets, hotel and vacation rentals, rental cars, customised vacation packages, and sport event tickets. CheapTickets wanted to raise awareness of the company’s NBA ticket offerings and galvanise basketball fans into booking through them, so they partnered with award-winning, holistic digital marketing agency, Caliber, to achieve this.
Caliber conducted research that showed them why people often share NBA-related content: competitiveness. Fans like content that gives them bragging rights over rivals. Journalists are constantly writing about league tables and statistics, whether it is “most hoops scored” or most conceded. Caliber set out to start new conversations to increase awareness of CheapTickets.
It’s impossible to predict which team would finish first in the league, but Caliber focused on showing who was best based on cost and value. In alignment with the brand message of CheapTickets, Caliber ranked teams in order, from cheapest to most expensive. Fans, the media, and teams, now had a fresh competitive angle – who is the cheapest team to support.
The partnership resulted in a 300 per cent increase in visits to the CheapTickets ‘Basketball tickets’ page, amongst other great results such as:
- 19 per cent bounce rate
- 50 per cent click-through rate to main product pages
- Visitors spent an average of two minutes on the page.