Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
As the epicenter of thrilling nightlife and exclusive daylife experiences, Atlantic City, NJ is home to more than its fair share of clubs. But few deliver the bass-pumping performances by world-class DJs, buzzing pool parties and non-stop excitement found at Ocean Casino Resort’s HQ2 Nightclub and Beachclub.
With Atlantic City’s surge in popularity as the premier destination for day and nightlife, HQ2 needed a new website that would inspire visitation, provide users with a clear path to conversion, and fully encapsulate the brand experience — all while complementing the existing look and feel of the Ocean Casino Resort website.
To drive visitation and gain a competitive edge against neighboring Atlantic City day clubs and nightclubs, the new HQ2 website needed to:
1) Increase brand recognition
2) Create a seamless user experience across mobile and desktop platforms
3) Boost conversions, including an increase in:
a) Ticket sales
b) VIP table reservations
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The hq2ac.com website draws users in with immersive visual content on its homepage, including a fast-paced hero video. The navigation allows users to explore HQ2 as a whole, or venture into the Beachclub or Nightclub sections of the website where different color-ways create a distinct look and feel for both the Beachclub and the Nightclub — emulating the atmosphere of the venue. With take-over modules that seamlessly guide the user from one component to the next and user-generated content and videos that invite user interaction, site visitors can dive into the HQ2 experience before they even arrive at the venue.
Compelling copy and calls-to-action, like “Stay Like a VIP” and “Get On the List,” convey the brand’s creative voice throughout the site, and visually distinct landing pages guarantee a clear user journey. From the vibrant and lively Beachclub page, to the electrifying and indulgent Nightclub page, each page utilizes dynamic components, like interactive background smoke visuals meant to imitate the smoke guns at the nightclub.
Finally, the new website integrates customized third- party content feeds, including vendor booking systems for ticket sales and VIP table reservations, curated social media feeds and analytics tools in order to effortlessly drive and measure conversions.
Since its launch on May 24, 2023, the website has seen remarkable improvements YoY. Using the integrated booking engine and analytics, reporting shows:
1) Website Users: +366%
2) Website Sessions: +412%
3) Engagement Rate: +172%
4) Transactions: 12,408
5) Tickets Sold: 24,052
6) Table Reservations Referrals: 22,362
7) Email Sign-Ups: 661
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The total budget/actual cost to develop the HQ2 website was $61,120*. Since its launch, the website has generated over $1.1 million in total tracked revenue via online ticket sales.
*Media Budget and Revenue are confidential and provided for evaluation purposes only. Please do not share these results. Performance may be shared as a percentage increase or ROI.
Entry Title
Ocean Casino Resort HQ2 Nightclub & Beachclub Website Design & Development (Drupal)