Maui Ocean Center Case Study

It’s not easy to compete with the beautiful beaches of Maui, but that’s exactly what M&P had to do when working to promote the Maui Ocean Center’s incredible aquarium. Targeting tourists while remaining respectful to the locals and Hawaiian culture became the mission.

the challenge

Evolving From A Tourist Destination To A Tourist Resource

The acclaimed Maui Ocean Center had a unique list of competitors when they approached M&P. They’re the only aquarium on the island of Maui and had just received an award as one of the best aquariums in the US.

However, on an island abundant with natural wildlife, their competition wasn’t other destinations, but natural beaches and beautiful coves.

The team at M&P was tasked with updating the Maui Ocean Center website to be a resource for those planning their trip to Maui. Through this tactic, we would get the Maui Ocean Center brand in front of tourists before they visit the island – driving more pre-sales to their incredible facility.

Services Mission Summary

Content Marketing

Research keyword opportunities that will allow Maui Ocean Center to drive traffic for “things to do on maui” keyword variations.
Write compelling and informative content that answers tourists' questions before visiting the island.
Develop tools that will help integrate Maui Ocean Center into family vacation itineraries.

Website Design

Paid Search

Hire local content creators to create authentic content that’s respectful of the local Hawaiian culture.
Conduct market research to target users who have booked tickets to the Maui and serve ads to keep Maui Ocean Center top-of-mind.
Optimize delivery and creative of campaigns to increase the ROI of all paid media efforts.

The M&P Impact

+28% Web Revenue

+24% Tickets Purchased

+135% Purchase Rate

+155% Social Revenue

+68% Organic Revenue

+385% Campaign ROI

OUR PAY-PER-CLICK STRATEGY

Creative Ideation & Execution

Creative ideation is where the fun PPC campaigns truly live. Our team will outline 3-5 creative concepts for approval. Once we get on the same page, M&P gets to work with content creators, videographers, and animators to make the idea come to life! For Maui Ocean Center, our team traveled to the island to capture the exciting features of the aquarium – like its 3D show and its James Beard award-winning restaurant.

Target Audience Development

Every campaign M&P manages starts with target audience development. We analyze your current audience, who you’d like to reach, and who is the most likely person to see our paid efforts. For Maui Ocean Center, we were able to target audiences who had recently searched for “car rentals maui.” This audience was selected due to the likeliness that they’ve already booked a plane ticket and stay on the island.

Weekly Optimizations

Never going by the “set-it-and-forget-it” model, our team is constantly analyzing and optimizing the delivery of our paid media efforts. The immense amount of data from paid efforts allows our team to tweak (or sometimes completely revamp) campaigns quickly to ensure we’re providing ROI. For Maui Ocean Center, we found that highlighting their restaurant was a great tool for getting people to the aquarium – let the ambiance sell them from there!

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