Groupon Vivid Sydney

Vivid Sydney Harbour Cruise · Seasonal Campaign

A curated Vivid Sydney Harbour Cruise campaign capitalising on one of Australia's most iconic cultural events, offering tiered cruise experiences across 7 operators to local and national tourists.

SEO & Paid Search Meta Carousel Ads Seasonal Campaign Conversion Strategy

Groupon Vivid Sydney — Harbour Cruise Campaign

52k+ Landing page visits during May–June

28% Year on year increase in total Vivid cruise bookings

3,200+ Voucher sales across 7 cruise operators

5.2% CTR from Meta carousel ads, exceeding industry benchmarks

The Brief

Turning 4 million annual visitors into bookings

Vivid Sydney attracts over 4 million visitors annually — making it one of the highest intent seasonal events in Australia for experience based purchases. Groupon launched a curated Harbour Cruise campaign to capitalise on this demand by partnering with multiple cruise operators to offer tiered experiences at accessible price points.

The campaign targeted both local Sydneysiders and interstate tourists travelling specifically for Vivid — two audiences with different decision drivers, budgets, and booking timelines.

The key challenge was standing out in a highly competitive period where cruise operators, ticketing platforms, and travel brands all compete for the same consumer attention at the same time.

The Objective

Drive year on year booking growth through tiered experiences

Offering multiple price points and experience types was essential to capturing broad demand — from budget conscious locals to premium seeking tourists — while enabling upsell at every stage of the funnel.

✓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 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 Approach

A centralised discovery platform built for scale and conversion

Dedicated Landing Page

Created a dedicated Vivid Cruise landing page to centralise discovery, comparison, and conversion — making it easy for customers to browse all operators, price points, and inclusions in one place.

Tiered Pricing Strategy

Partnered with 7 Harbour Cruise operators across standard sightseeing, premium dining, and value led experiences — building a tiered pricing strategy to capture broad demand and enable upsell.

SEO & High Intent Search

Leveraged SEO and search driven demand, ranking organically for high intent queries such as "Vivid Harbour Cruise deals" — capturing customers at the moment of active planning and booking intent.

Meta Carousel Campaigns

Executed Meta carousel ad campaigns highlighting different cruise experiences, inclusions, and price points — supported by clear upgrade options including drinks packages and dinner experiences to drive average order value.

The Results

52,000 visits, 3,200 vouchers and a 28% YoY lift

The campaign delivered across every metric — from organic search rankings and paid social performance through to voucher volume, booking growth, and average order value driven by successful upsell execution.

🚢

52,000+ landing page visits

Over 52,000 visits to the Vivid Cruise landing page during the May–June campaign window.

🔍

#1 organic Google ranking

Achieved the #1 organic Google ranking for "Vivid Harbour Cruise deals" for 2 consecutive weeks.

📊

5.2% Meta CTR

Delivered a 5.2% CTR from Meta carousel ads — significantly exceeding industry benchmarks for the category.

🎟️

3,200+ voucher sales

Generated 3,200+ voucher sales across 7 operators with an average order value of $87 driven by upsells.

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