Adventure Park

 

━━ Case Study

2025/26 Summer Season

Adventure Park is Victoria’s largest water theme park and a favourite summer family destination. For the 2025/26 summer season, Arthur St returned for another season managing the park’s organic social presence across Facebook, Instagram and TikTok, alongside paid campaigns across Meta, TikTok and Google, delivering a fully integrated marketing solution focussed on driving brand awareness, engagement and conversions.

Disciplines

Social Media Strategy & Management 

Content Creation 

Meta Ads 

Google Ads 

TikTok Ads 

The Challenge

The 2024/25 season had set a high bar. Our people-first content strategy generated 5.7 million organic views on social media, shifting internal culture and how the park saw itself. The challenge heading into 2025/26 was to build on that foundation without losing what made it work. To scale reach and drive measurable business results through paid media, while keeping the authenticity and energy of the organic content that had earned the audience in the first place. 

The Solution

Organic Social Media

The people-first strategy continued to evolve. Content leaned further into humour, self-awareness and relatability. The kind of posts that feel native to the platform rather than dropped in from a marketing deck. Mic’d-up team members, new ride teasers, behind-the-scenes moments and reactive weather-triggered content kept the brand front of mind throughout the season.

Year two meant a sharper instinct for what lands. The team knew the audience, knew the platforms, and knew when to jump on a moment. The result was a brand that kept growing through both quantifiable performance and qualitative brand sentiment.  

Meta Ads

Meta served as the awareness engine. Campaigns cast a wide net building reach, introducing new audiences to the park, and keeping Adventure Park visible throughout the summer consideration window. Remarketing campaigns then did the heavy lifting on converting traffic, re-engaging warm audiences and delivering the strongest return of any campaign type across the season. 

Creative stayed close to the organic content strategy. Familiar, people-led and platform-native, ensuring paid and organic felt like one cohesive brand, not two separate voices. 

Google Ads

Where Meta warmed many audiences, Google closed the deal. Search campaigns captured high-intent traffic from people already looking for a summer daycation, serving ensuring Adventure Park showed up where it should. Across Meta and Google, both channels worked in partnership, with Meta focussing on building the pipeline, and Google converting it. 

The Result

Organic Social Media 

  • 7.6 million views across TikTok, Instagram and Facebook. Up +25.3% on the previous season. 
  • 167,616 engagements. Up +70.2% year on year. 
  • Combined following grew to 199.4K across all platforms. 
  • TikTok led the charge with views up +23.3% YoY and audience growth of +15.6%. 
  • Content built on humour, self-awareness and relatability consistently reached hundreds of thousands of views organically. 
  • Instagram saw views jump +39.9% YoY, with Reels driving reach and static imagery and carousels driving the strongest engagement. 
  • Facebook remained the largest community, recording +111% growth in new followers across the season.

              Meta Ads 

              • Reach grew +251% year on year. Impressions up +314% YoY.  
              • Remarketing campaigns delivered the highest return of any campaign type, validating the full-funnel approach of building awareness first and converting warm audiences second. 

                            Google Ads 

                            • Despite 17% less ad spend, conversions climbed +13% YOY, making it the most cost-effective Google season to date. 
                            • Cost per click and cost per conversion both fell over 25% year on year, achieving more results with less spend. 

                                          The Full Picture 

                                          Across every channel, this was a season of doubling down on what worked from the 2024/25 summer season, and doing more with less. The integrated channel approach delivered meaningfully more sales YOY while improving efficiency across the board. Organic social continued to build the brand, Meta scaled the reach, and Google converted the intent. 

                                          Together, it was a full-funnel strategy that turned mass attention into meaningful action.