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The Results

2235%

INCREASE IN TICKET SALES

94%

DECREASE IN COST-PER-SALE

192%

INCREASE IN TRAFFIC TO WEBSITE

640%

INCREASE IN CONVERSION RATE

Case Study | The Sun Run & Cole Classic

A look at how Pais Media's multi-channel strategy for the Sun Run & Cole Classic helped to achieve a 2235% increase in ticket sales.

The Client

The Sydney Morning Herald Sun Run & Cole Classic is one of Sydney’s favourite annual community sports weekends. This family-friendly event runs over 2 days and is staged on the Northern beaches which hosts a fun run and Sydney’s most historic and famous swim event. With something for every fitness level, family and community group, the event helps raise awareness and supports various charities within the wider community.

The Objectives

  • Increase event ticket sales YoY
  • Reduce Cost-per-Sale (CPS)
  • Increase traffic to website by 100% 

The Strategy

Deploying a multi-channel strategy, we were able to extend our reach to our target audiences whilst also capturing people looking to participate in running and swimming events within the greater Sydney region.

Leveraging Fairfax Media's event database, we were able to identify past participants and segment this data based on age, gender and what specific event people entered previously to serve the most relevant creative and call-to-action (CTA) to drive ticket sales. 

By executing a data driven strategy across paid search, programmatic, Facebook, and Instagram to achieve the three core objectives, our strategic approach has now become the execution template of which we deploy for all Fairfax Media events across Australia to drive year-on-year growth.