The strategy for the BNP Paribas Open each year has been to grow attendance and ticket sales through multiple tactics including television, radio, outdoor, digital, satellite radio and social media on both national and regional levels targeting direct flights and drive markets. We sell the BNP Paribas as showcasing the best tennis in Indian Wells, and we highlight the varied entertainment and dining/shopping options for spectators on property. Around 85% of the marketing dollars are spent out of market to drive longer stays, and an increase in ticket package purchases, helping to drive hotel occupancy and the amount of money spent throughout the Coachella Valley.
Around 85% of the marketing dollars are spent out of market to drive longer stays, and an increase in ticket package purchases, helping to drive hotel occupancy and the amount of money spent throughout the Coachella Valley.
Our marketing strategies have resulted in an increase of attendance year over year
RESULTS
Year over year, there has been a steady increase in clicks and engagements on the digital advertising side, stronger attendance at the signature event and more impressions garnered through media. JNS Next is responsible for tracking ROI and conversions of ticket sales, memberships to the club, and merchandise sales.
Additional services provided for the BNP Paribas Open include:
- strategic development
- media planning & execution
- creative concept/design
- digital marketing
- social media advertising services
- video and photo development
- monthly analytics