Skip to content
Case Studies

Sky Tower Single’s Day Ticket Promotion RED Influencer Campaign

Background

Sky Tower, an iconic landmark and tourist attraction in New Zealand, aimed to increase ticket sales for its Single’s Day event—a popular shopping holiday celebrated by Chinese communities. To maximize reach and engagement, Sky Tower decided to leverage Little Red Book (RED), a social platform widely used by Chinese consumers, to promote the event and boost ticket sales.

Objective

The main objectives of the campaign were to promote the Single’s Day ticket event at Sky Tower and to significantly boost ticket sales. The campaign aimed to appeal to a diverse audience by highlighting various engaging experiences available at Sky Tower.

Solution

We developed a targeted RED influencer campaign focusing on multiple engaging content angles to attract a broad audience. The strategy included:

  1. Kid’s Holiday Activity: Influencers shared content from the perspective of family-friendly activities, showcasing Sky Tower as a perfect destination for kid’s holiday outings. This approach highlighted the tower’s suitability for fun and educational activities for children, appealing to families.

  2. Travel Check-Ins: To attract tourists and travel enthusiasts, influencers posted content portraying Sky Tower as a must-visit travel destination. This content emphasized the panoramic views and unique experiences available at the tower, encouraging visitors to add Sky Tower to their travel itineraries.

  3. Exploring Restaurants: Influencers also explored the culinary offerings available at Sky Tower, presenting it as not just an observation point but a complete entertainment experience, including dining options. This angle appealed to foodies and those looking to enjoy a meal with a view.

By using these varied content angles, the influencers were able to engage with a broad spectrum of potential customers, driving interest in the Single’s Day ticket event.

Result

The campaign was highly successful, doubling ticket sales compared to the previous year’s Single’s Day event. The diverse content strategies and targeted influencer collaborations on RED effectively captured the attention of different audience segments, leading to a significant increase in conversions and overall event success.

Connect with Us

At Prizm Group, we're passionate about crafting success stories for our clients in the Chinese market. Join us on this journey and unlock the boundless potential of your business in China.