A Marketing Agency
For Attractions
For Attractions
For Attractions
For Attractions
For Attractions
For Attractions
Turn What To Do Into Can’t Miss This
The tourist attraction industry is noisy. There is no getting around that fact. SMM, SEO, and PPC are all marketing acronyms thrown around by marketing agencies that promise the world and deliver a cup of soup.
Thankfully, M&P has worked with the attractions industry and has a proven, simple structure to increase ticket sales and revenue for museums, aquariums, theme parks, and other tourist attractions.
The marketing strategies built by M&P are focused on what really matters – increasing ticket revenue. Tired of talking about CTR and impressions like they’re actually making you money? It’s time to take a peek at how M&P can help your tourist attraction implement effective marketing campaigns.
For our partners, the attraction is mutual
“M&P has helped us across the marketing sphere, from building a new website to spearheading an INCREDIBLE SEO campaign to increasing our social media revenue. They don’t just talk about it. They actually move the needle to keep my corporate overlords happy.”
Mark Matthews
Marketing Director
Maui Ocean Center
While popular platforms like Viator and Groupon can be a source of revenue for attractions, their big-budget marketing campaigns often dominate digital marketing channels like search and social.
Attractions must learn how and when to compete against aggregators to maximize their own marketing dollars to either supplement or supplant these platforms.
M&P Maximizes Your ROI
For most tourist attractions, there is a major difference between peak season, shoulder season, and off-season revenue.
We’ve seen the mistake made too many times: the marketing budget is used during the peak season, and very little is done during the off-season.
For attractions looking to increase revenue, off-season is the perfect time to implement long-term marketing strategies like content marketing, while PPC spend can be leveraged during travel season.
M&P Shifts Services By Season
Most marketing agencies that work with attractions overlook their main competition: beaches, mountains, and the splendor of nature.
How do you convince potential customers to spend their money on admission when nature is free?
The subtle art of positing your attraction as a way for customers to enhance their experience in nature can be a potent tool to leverage the free options for vacationers.
M&P Crafts Holistic Creative
These marketing services are a slow burn, but they set the foundation for long-term success.
SEO
Web Design
Content Marketing
Because sometimes you don’t have time to wait. Launch these services and get instant growth.
Paid Search
Paid Social
Social Media
Nestled in the docks of Sitka, Alaska, the Alaska Odyssey Dome launched a new immersive sphere experience. Allowing cruise visitors docking for the day to see the unique Alaskan wilderness up close without having to venture too far from their ship.
M&P launched a multi-channel campaign that helps build awareness and target customers prior to their arrival in Sitka.
M&P spearheaded strategy, created social videos, built and optimized social campaigns within Meta Ad Manager.
We know other agencies like to talk about trends and viral content, but likes don’t feed the fish.
Our Attraction Website Revenue Results Last Year
Marketing Impact Timeline: Long-Term (6 – 8 Months)
Because You Should Be The Answer For The “What To Do” Crowd
It’s high time we really address the shifting landscape of SEO. The era of simply picking keywords and placing them all over your website and metadata is long gone.
Travelers are more and more likely to utilize AI tools to plan their itineraries. Even search results themselves are increasingly prioritizing AI-driven answers and “experience-first” results.
To compete in the new world of SEO, attractions need to adopt a mentality that organic growth is about becoming a valuable, trusted source for your theme, city, and industry. AI tools are only as good as the information they collect, and at M&P, we ensure your attraction’s SEO strategy encompasses every detail to future-proof this competitive channel.
The facets of high-quality SEO for museums run much deeper than simple ticket sales.
Of course, the “near me” search economy is massive for both museum-specific searches and general search keywords. For example, anyone using keywords like “museums near me” or “things to do in [city]” are high-intent and high-converting search opportunities.
Beyond straightforward search results that drive ticket sales and foot traffic, there are SEO strategies for museums that can enhance their topical authority. Answering common questions about exhibits or themes (think “how were mummies made?”) can be a great way to establish authority and build high-quality links that enhance your entire website.
Often overlooked, but vital to any museum SEO effort, is the use of Schema Codes and Rich Snippets. These little bits of code can help your museum leverage enhanced features within Google.
Events, special exhibitions, and reviews can be showcased in the Google results, allowing your museum to reduce competition by taking up more real estate on the page.
Quality SEO for theme parks comes in two major phases. First, capturing visitors during their planning phase. Second, enhancing visitor experience by generating “no-click” information (park hours, weather, ticket prices, amenities) in search results.
As with attractions, theme parks can position themselves as a “must-visit” destination by enhancing their SEO with content that positions the park’s website as a valuable resource for travel as a whole. Most visitors utilize AI tools to plan their vacation, or even their day at the park!
Marketers love our acronyms, so we’ve dubbed this segment AEO (AI Engine Optimization), but as the world of SEO shifts to experience-first results, it’s vital for theme parks to broaden their scope of SEO deliverables to meet their visitors where they are on the digital front.
Capturing search themes around trip planning is just the start. Despite the work theme parks put into proper signage throughout the park, we know that any common questions customers have during their visit is going to start with a search on their phone.
M&P creates a robust, customized rich snippet SEO strategy that provides updated information to users searching for rides and park information.
This layered strategy has also helped theme parks increase attendance for special events like “best Halloween events” in October and “holiday lights displays” in December – ensuring a steady stream of revenue outside of peak season.
There is no denying that public sentiment for zoos and aquariums has shifted in the past decade.
Visitors are highly sensitive to animal welfare, and SEO strategies can help ensure that potential customers are aware of both the fun of seeing the animals and that the zoo and aquarium take animal welfare seriously.
This balance of SEO conversion and conservation can be struck by implementing a two-fold approach that creates unique, informative content about the various wildlife visitors can see and enhances web pages with unique rich snippets that provide detailed information, from parking to stroller options, that can be the deciding factor to move a person from interested to walking through the front gates!
While conservation SEO tactics are key to building trust, there is still the main goal: driving ticket sales. At M&P, our experience of working with zoos and aquariums has revealed a massive opportunity in the search space: experience-first keywords.
Competition for “what to do in [city]” or “near me” keywords is always going to be highly competitive. Filled with booking platforms and big-budget travel brands. However, often overlooked by these giants are keywords like “feed a giraffe near me” or “shark tunnel aquarium.”
By emphasizing unique experiences visitors can have while visiting your zoo or aquarium through SEO efforts, you can easily capture high-intent keywords with little to no competition.
Marketing Impact Timeline: Long-Term (4 – 8 Months)
Stand Out From The Pack. Help Visitors Plan. Your Website Is Your New Front Gate.
For travelers, your attraction’s front door is no longer the physical one they walk through; it’s your website. Your vibe, your mission, your unique experience should be reflected on every page of your website, not just the home page.
From the refined, scholarly pages of museums to the poppy, loud pages of theme parks. Every attraction website needs to provide more than information – it needs to make the visitors feel something.
If you’re treating your attraction’s website as a shopping tool, or even worse, a brochure. It’s time to get with a marketing agency that can build a website that works well, looks good, and feels like a can’t-miss experience.
Building a museum website is a unique challenge for any marketing agency. The site needs to be part box office, part historical archive, and part educational resource, all in one. Yet, all three of the website elements need to be blended together under one consistent look and feel.
On top of attracting new visitors to the museum, the website needs to serve as a logistical hub for users. A robust “Plan Your Visit” hub that includes live attendance metrics, dynamic and detailed wayfinding, and detailed ticket options can turn interested people into visitors.
Where most museums miss the mark when it comes to web design is limiting their “digital collection.” There is an old-school mentality from some museums that want to limit digitizing their collections, thinking this will reduce people from actually stepping foot in the museum. However, in the modern marketing world, the opposite is true.
Creating a website structure that creates category themes for pieces in the museum is a great way to build interest. Instead of simple overviews, think of a collection of “Impressionist Masters” or “Space Race Artifacts” that can highlight your museum’s expertise for commonly searched subjects.
Finally, despite the refined feel that most museums aspire to showcase on their website, all museum websites should emphasize a “Social-Proof” section.
More than collections and exhibits, users trust reviews, and there is no better way to stand out from the pack than highlighting the great experiences visitors have had visiting your museum.
Fun. Flashy. FOMO-inducing. These are the key elements of a quality website for theme parks.
For theme parks, your website is your hype machine. Incorporation of high-res videos of coaster drops and laughing kids (with a few “scared-to-death” parents by their side) is a simple, effective way that can help your park stand out.
The challenge for any marketing agency building a theme park website is defining who the real target audience should be. Many agencies will build websites that are tailored for the parents. We get that. They actually buy the tickets.
However, at M&P, we’ve found success building theme park websites that prioritize the experience of the child. While great rides and ticket prices are a great way to drive interest, there is no better sales rep than a child who will relentlessly pester their parent to visit the park.
Building interest is just the beginning, too. An absolute priority for theme park websites is their ticket funnel. We’ve worked with a wide range of plug-ins and vendors for ticket purchasing. Ultimately, our keys to selecting the right ticket purchasing vendor is the ability to customize surge pricing and integrate marketing analytics tools throughout the checkout process.
Once the attention has been grabbed, the rest of the website should be focused on maximizing visitor experience. Crafting pages around food options, sensory-friendly plans, and “Parental Survival Guides” can be great ways to turn one-time visitors into repeat customers.
Living at the intersection of conservation, education, and recreation, web design for zoos and aquariums must emphasize the care of the animals while also promoting the unique experiences (and fun!) visitors can have when attending.
When building a website, M&P has found that subtle details can maximize the impact and revenue for zoos and aquariums. For example, rather than having generic species pages, which we often find on these websites, our team works to infuse the personality of the specific animals under your care.
Rather than having a general “Octopus” page, M&P works with the caretakers to provide education information layered with details. Think “Meet Edgar the Octopus” instead of bland, general information.
On top of creating a website that draws intrigue and interest from users, a zoo website should work to enhance visitors already in the park. Building a robust “Plan Your Day” hub, which provides parking, maps, and special event information, can greatly reduce the logistical anxiety experienced by most parents planning their day.
Getting one-time ticket sales is great, but a truly great website for zoos and aquariums creates a consistent funnel that increases memberships and donations. Optimizing the ticket purchasing process for maximum well-placed upsells and long-term visitation can turn your website into a marketing powerhouse.
Marketing Impact Timeline: Short-Term (2 – 4 Months)
Big budget. Limited budget. Doesn’t matter. PPC campaigns are about spending wisely.
While most attractions should consistently be working on long-term marketing strategies, there is always a peak season. With the peak season comes demand, from both customers and corporate stakeholders, to maximize revenue during a limited window.
That’s why many attractions leverage PPC marketing channels to maximize visibility and revenue during these peak months. M&P has developed nuanced PPC strategies that not only convert but create reusable marketing insights that improve every year.
For most of the museums that M&P has partnered with, the marketing budget is limited. That means that every dollar, whether through allocation or Google Grants, needs to be maximized to drive a specific action – ticket sales, donations, or membership.
There is little room to explore. Limited time to test. Museums need a PPC agency that can deliver quickly and effectively. That’s why M&P is the best (not braggy, but a little braggy).
Paid search marketing for museums is no longer about bidding on “museums near me.” It’s about being the answer for specific educational and logistical questions.
Often, Google Ads marketing agencies running campaigns for museums overlook the details that take a paid search campaign from a supplementary marketing channel to a powerhouse of revenue.
Here are some key details that make a museum search campaign beat industry benchmarks:
It feels like every year or so, a new social media platform takes hold and marketing agencies scramble to get in on the action. However, with the limited budget most museums have, it’s vital to select the right social platform for ads.
When the peak season for theme parks begins to approach, it’s time to hop on the PPC train (CHOO CHOO! Sorry for that).
Despite the influx of marketing dollars injected into paid marketing efforts, agencies running PPC campaigns for theme parks still need to emphasize direct ROI and consistently optimize campaigns to improve the effectiveness of every dollar.
A dual-layered approach to paid search is key for theme parks. The first and most obvious is targeting high-intent travelers searching for the best or most exciting to do while on vacation. Second, is finding the right keywords that capitalize on local spontaneous visitors.
At M&P, we’ve corrected many theme park paid search campaigns that are missing some of the key elements to make them successful. Here are a few mistakes we often see from PPC agencies:
For effective social ad campaigns, theme parks don’t need to rely on expensive professional video and film crews. Blending naturally into the social feed with “POV” and user-generated content consistently outperforms polished videos.
Users don’t particularly resonate with seeing other people enjoying themselves on social media (sad, but true). What really drives an emotional response is putting the user in the perspective of enjoying themselves.
The creative is only the beginning for the impactful theme park social campaigns. Targeting should be two-fold. First, building targetable audiences via affinities and content engagement is a great way to get into the feed of potentially new visitors.
The second layer, and the most potent when it comes to increasing campaign revenue, is a multi-layered retargeting campaign. M&P builds social retargeting campaigns that go far beyond general website visitors. These segments allow our social campaigns to tailor specific messaging depending on their interaction with your theme park’s website.
The best feature of PPC campaigns for zoos and aquariums is the ability to craft impactful, customized messaging while remaining in ad placements that are high-intent.
Simply, a zoo or aquarium can still appear in search for keywords like “things to do today” and target social users who actively engage with animal content. However, the restraints of SEO are lifted. Target high-value placements and people while emphasizing the ethos of your park: a connection to the wild.
Often, zoos and aquariums are able to qualify for the Google Ad Grant, which grants a budget for up to $10k/month in search ads. The restrictions of this grant can be convoluted, but essentially, recipients are able to spend this grant money on keywords with “informational intent.”
The grant does not allow zoos and aquariums to bid on high-converting search terms like “what to do with kids in [city].” However, M&P has been able to leverage these grants into productive PPC marketing campaigns that drive ticket sales and revenue.
The strategy, in essence, is to leverage the grant money to drive additional users to mission-driven pages. Bidding on terms like “how to help sea turtles” or “how to save coral reefs” can help promote the amazing conservation efforts aquariums are doing.
Where the marketing know-how comes into play is that M&P builds robust, detailed retargeting audiences based on users visiting these mission-driven pages. These retargeting audiences can be used to refine audience targeting for revenue-driving Google Ads campaigns.
Here are a few examples of different retargeting audiences that can be built from a Google Grant campaign:
Across industries, not just for zoos and aquariums, impactful social ad content has shifted away from manicured, high-production videos and into raw, authentic videos.
The best Facebook and TikTok ads blend naturally within a user’s feed. Running ads that look like someone pulled out their phone, rather than having a full production, often drives significantly more revenue and engagement.
For the best campaigns, it’s not only about audience targeting and creative development, but it’s also about proper tracking through social conversion pixels. Ensuring that each platform – Meta, TikTok, Pinterest, and LinkedIn – have their Conversion API pixel integrated into your ticket purchasing platform can enhance user quality and allow the platform to optimize properly.
Marketing Impact Timeline: Long-Term (6 – 8 Months)
Ditch The Self-Promotion & Become A Travel Resource For All Tourists.
We’ve all heard the modern marketing maxim: “Content Is King.” It’s overused and undervalues the essential importance of how a good content marketing campaign can impact all marketing channels for attractions.
Blog writing and posting are often an afterthought, not just for attractions but for marketing agencies, too. For M&P, this is short-sighted. Content marketing can help guide social media that garners more engagement. Expand your reach and rank in SEO. Even help your PPC campaigns build highly-qualified audiences to target.
It’s more than just words on the page, too. M&P leverages barrels of data from search engines and AI platforms to see what questions people are actually asking. The data decides the topic, and humans write the content. This is a content marketing machine.
For museums looking to modernize their marketing efforts, content is no longer confined to the physical realm. Content marketing for museums should emphasize digital storytelling to provide layers of context that can’t fit on a wall.
While the physical experience of visiting a museum can remain refined, digital content has the ability to lower the barrier for entry by creating easy-to-digest blogs that slightly veer away from the official tone often used.
As one may expect, the most important piece of content marketing is, well, the actual content. What should a museum write a blog about? How do museums decide which topic is worth expanding upon? That’s where the brilliance of M&P comes into play.
Using a slew of data – from search trends to AI prompt data – M&P works with museums to scope blog topics that cover high-volume, informative topics that build brand trust and domain authority to increase SEO value for high-converting pages.
These blog pages work within a broader digital marketing ecosystem that can be leveraged by social media, SEO, and PPC efforts. Modern museum marketing hinges on consistent content production, and marketing agencies need to align with this modern demand.
For theme parks, content marketing has transitioned from selling the destination to selling the day. Families and visitors are looking for proof that the cost of a ticket will result in a low-drama, high-joy experience.
Search competition is very different for theme parks, so while typical content marketing strategies are designed to capture general informational search, theme parks should focus on implementing content that provides visitors with pro-tips to maximize their experience.
Topics like How To Do [Park Name] in 6 Hours or The Best Quiet Place For Shade To Beat The Heat are examples of how content marketing can work on two levels. It expands the overall reach and authority of the theme park website while also providing in-depth information for visitors seeking very personalized details about their day.
When a theme park can implement content that answers questions and gives tips in the digital space, seemingly tailored to that specific guest, the marketing strategy builds trust and ensures repeat visitors and maximum fun!
Content marketing offers an incredible opportunity for zoos and aquariums to address the most common concern of potential visitors: the care of the animals.
Audiences are more ethically conscious than ever, and search engines like Google now prioritize content that demonstrates first-hand experience. Generating long-form content about an animal’s rehabilitation or social journey can be a great way for visitors to feel connected to the wildlife prior to setting foot on site.
Additionally, M&P has implemented a unique content marketing strategy for zoos and aquariums (with huge success).
Rather than only utilizing blogs for self-promotion, our team crafts helpful information for all travelers to the local area. For example, for Maui Ocean Center, we wrote tailored blogs about vacation tips for people planning to visit Maui.
This content marketing strategy has not only increased traffic to the website, but it’s also generated barrels of natural, free backlinks from other websites, which is the crux of growing in SEO. On top of that, our marketing agency is now able to retarget users who have read a blog in the last 6 months and are now on the island – a potent tool when it comes to PPC campaigns.
Marketing Impact Timeline: Short-Term (3 – 6 Months)
Don’t post about it. Be about it. Make your followers feel the awe, wonder, and excitement!
Attractions have a straight line to quality content. Every day, visitors attending your space are flooding their feed with authentic, unfiltered content about your park. The best attraction social media profiles leverage this real, on-the-ground experience to maximize their social media impact.
Layer in some fun, inside information posts, and watch your reach, followers, and social revenue take off quicker than a Ferris Wheel off its hinges.
The often untapped benefit of managing social media profiles for museums is that the content is built for you. Visitors frequently post themselves, comment on posts, and engage at a much higher rate than typical branded social profiles.
What opportunity museums overlook is leveraging visitor content for their own purposes. Now, we’re not talking about simple reposts or share of visitor content – there is a better strategy than that.
At M&P, we call it the “Social Listening” strategy. Museums can monitor comments, which typically fall into “feedback” or “questions” categories. Instead of simply replying to these comments in the post, take the question or feedback and create 15-second videos answering questions or responding to the feedback.
This amplifies natural engagement on social platforms while alleviating the need to constantly try to creatively come up with new content to fill the ever-hungry social feed.
Additionally, opportunities to showcase staff and curators are a great way to increase reach. Social media is meant to be social, and people follow people, not buildings. Adding personality to your museum’s social media (even with camera-shy workers) can be an easy way to build a following.
Many marketing agencies will claim that social media content pillars are dead. They’re not entirely wrong – trends and taste often dictate social content success.
What remains a key foundation for quality social media marketing is the development of target personas. Social media feeds are very niche, depending on every user’s content interactions. Develop personas like “History Buffs” or “Art Students” and make sure every niche has a steady stream of content to keep them engaged.
It’s no longer about promotion – deals, new rides, or events – social media has become a tool to give every potential visitor a full dress rehearsal for their day of fun.
Guests are utilizing social media in a number of ways. Checking other guest reviews and feedback, and seeing the best and secret tips and tricks for their visit are just a few. However, for theme parks looking to improve their social media marketing, the core strategy should be to bring personality to the steel and life to the booths.
A few of the social media content pillars M&P has implemented for theme parks:
We all know how well videos of cute animals do on social media. They’re basically social lighter fluid for reach, likes, and engagement. However, impactful social media management for zoos and aquariums is so much more than cute animals (although we love them so much).
Social media has become a great marketing channel to address rising concerns about animal welfare and maintenance. Utilize cute animal videos to quickly expand your reach and gain new followers. However, for current followers, turn them into advocates.
Focus a steady stream of social content around the conservation narrative. Show the real work that happens behind the glass. From “Rescue to Release” stories to “What Edgar the Octopus did this week” content, build a narrative that creates your wildlife as recurring characters in your followers’ feeds.
While M&P will never recommend paying for influencers (they’re the worst), we do recommend leveraging visitor content in other ways. Answer common questions in the comments. Create tips and tricks videos for common questions. Social media is meant to be social, so bring personality to your profile!
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It’s so easy to use AI to create a high-frequency of blog content for your website. We know it. You know it. And basically everybody else knows it, too. That’s the problem.
Search engines and AI models both prioritize content that has three key components: helpful, informative, and unique. It’s the last feature that is the secret sauce to generating impactful content. Utilizing AI tools to completely write your content for your marketing strategy will inherently be unoriginal.
If the “robots” are the ones feeding each other content, especially on a massive scale, there is bound to be significant overlap in the insights being produced. AI writing tools are designed to move to the mean of information. So, unique insights will be limited.
How To Make The Robots Happy: This has less to do with actual words on the page (although uniqueness counts for something) and more to do with the structure of your blog. Ensuring proper header tags and short, punchy paragraphs is key.
More than ranking higher in the search and AI algorithms, it’s just as important that the actual people reading your content are engaged. This is where M&P’s content marketing strategies really shine.
Infusing some brand personality and speaking like an actual human when writing can be the difference between a highly visited blog and a high-converting blog. People like reading from people, and if your content is too heavy in jargon and fluff, it’s going to lose attention very quickly.
How To Make The Humans Happy: Be natural and fun in your tone while remaining informative and helpful!
It’s a whole new world in the realm of content marketing. For decades, blog views and search rankings dictated the quality and impact of any content marketing agency. However, a new metric has entered the chat: AI Mentions.
Marketers are now able to track both citations and mentions within AI platforms like ChatGPT and Gemini. An AI citation is credited when an AI result references a page on your website to provide an answer. An AI mention is credited when an AI result mentions your brand name in an answer.
While citations are great, but have little impact on your marketing ROI or bottom line. However, let’s take a moment (puts on marketing tin foil hat), as our content marketers at M&P look ahead, we believe these citations will become a key element of domain authority in the nearish future. TBD on that.
For many attractions, it’s the AI mentions that really count. These are hard references in AI results that specifically place your attraction within a visitor’s itinerary. Since most people today implicitly trust AI results, that’s a gold mine for turning content into direct revenue.
So, actual blogs written within a content marketing strategy might not result in direct revenue in Google Analytics. However, attractions should absolutely invest in content marketing to generate the growing AEO market (before your competitors catch on).
Even the blog to AI coverage is limited when it comes to the impact of content marketing. There is a bigger, broader ripple effect that consistent, high-quality blogs can create.
When writing blogs about broader, commonly searched themes – like best burgers in [city] – your attraction site becomes more than a sales tool and turns into a vacation resource for tourists. That type of content is a backlink magnet for other content producers.
For example, M&P wrote a blog about Taylor Swift’s marketing strategy. Tangentially related to marketing, but aligns with high-volume search terms. That blog alone led to 124 backlinks from 24 high-authority websites.
This tactic, which we lovingly dubbed “link fishing,” increases your overall website authority, making it easier for high-converting pages to rank for highly competitive search terms. While the blogs themselves don’t directly convert, the ripple effect of raising domain authority is a massive boon for broader SEO strategy.
Well, you could. They know the local landscape, obviously. The real question is, that you do you want an agency that’s close or do you want one that has proven success in driving revenue and ticket sales? If you’re looking for the latter, we humbly suggest working with us.
Absolutely! Every website built by M&P aligns with ADA compliance standards.
On top of being ADA-friendly, our attraction websites always include specific pages that cover visitor experience for special requests like sensory and accessibility needs.
Fun is for everyone, and we want your website to reflect that.
We have a proven, built-in system that can help your museum, zoo, or aquarium file for the Google Ad Grant.
These marketing dollars can be leveraged to not only promote the great conservation work your attraction is doing, but also filter into more direct sales campaigns with the use of retargeting and audience collection.
All tracking, across virtually every marketing platform, is implemented and customized by our nerdy analysts at M&P.
They can then create custom reporting dashboards that filter in multiple data sources that provide you with a one-stop shop for monitoring campaign performance and ROI.
We know that often times, attractions look for agency help when things aren’t going well.
That’s why our team has streamlined campaign implementation – from websites to paid social campaigns.
This minimizes strategy time and places emphasis on optimizations that improve campaigns on the go, rather than getting bogged down by talk and meetings.
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