Vivid Sydney | Harbour Cruise Activation
Groupon launched a curated Vivid Sydney Harbour Cruise campaign designed to capitalise on one of Australia’s most iconic cultural events. By partnering with multiple cruise operators, the campaign offered tiered cruise experiences at accessible price points, targeting both local Sydneysiders and interstate or national tourists travelling to Vivid Sydney.
The Project
The Objective
- Partner with multiple Harbour Cruise operators to deliver a range of Vivid Sydney cruise experiences.
- Offer tiered price points and inclusions to appeal to different customer segments.
- Drive increased voucher redemptions and bookings from both local and interstate/national tourists.
- Capitalise on the scale of Vivid Sydney, which attracts 4 million+ visitors annually.
- Increase total Vivid cruise bookings year-on-year through a dedicated seasonal campaign.
The Challenge
- Vivid Sydney is a highly competitive period, with cruise operators, ticketing platforms, and travel brands all striving for consumer attention.
- Customers have varying budgets and expectations, requiring differentiated offerings rather than a one-size-fits-all deal.
- The campaign needed to stand out organically and through paid channels while still delivering strong ROI.
- Balancing supply across multiple operators while maintaining consistent customer experience and messaging.
The Approach
- Created a dedicated Vivid Cruise landing page to centralise discovery, comparison, and conversion.
- Partnered with 7 Harbour Cruise operators, offering a mix of standard sightseeing cruises, premium dining options, and value-led experiences.
- Built a tiered pricing strategy to capture broad demand, increasing accessibility while enabling upsell opportunities.
- Leveraged SEO and search-driven demand, ranking organically for high-intent queries such as “Vivid Harbour Cruise deals.”
- Executed Meta carousel ad campaigns highlighting different cruise experiences, inclusions, and price points.
- Supported conversion with clear upgrade options, including drinks packages and dinner experience
The Results
- 52,000+ visits to the Vivid Cruise landing page during May–June.
- Achieved #1 organic Google ranking for “Vivid Harbour Cruise deals” for 2 weeks.
- Delivered a 5.2% CTR from Meta carousel ads, exceeding industry benchmarks.
- Recorded a 28% YoY increase in total Vivid cruise bookings on Groupon.
- Generated 3,200+ voucher sales across 7 cruise operators.
- Achieved an average order value of $87, driven by successful upsells such as drinks and dinner upgrades.
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