With a limited supply of sunny summer days in Vancouver, big outdoor events have to stay competitive. Paid advertising strategy is the best bet for success.

One of Vancouver’s premier luxury events turns 10

Following in the fashionable footsteps of the Royal Ascot, Melbourne Cup, and other famed derbies, the Deighton Cup marked their decade-long streak in 2018 with many more to come. A yearly Instagrammable festival of horse racing, mixologists, canapés, and classy outfits, their 10th anniversary was set to be the biggest. After our social media and paid advertising success with the Hopscotch Festival, we came on board to do the same for the Deighton Cup.

Related Post: Hopscotch Festival – Why Paid Social Media and Google Ads are Event Marketing Essentials

Deighton Cup - luxury event adwords marketing Vancouver

Leveraging the Deighton Cup brand

As an event unique in Vancouver with a notable 10-year history, the Deighton Cup stands out among any other outdoor summer or luxury event. What makes it so special is also what makes it more niche. $75 tickets to $6,000 private group suites, with attendees indulging in gourmet lunches, refreshments, betting on races, and a fancy outfit. If you have a ticket, you’re ready to go all out and have fun.


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[CONTEST ALERT] Show up in style! 🥂🏇🏼 We want you and your trackside comrades to spend your derby day afternoon at the 10th Anniversary of The Deighton Cup in true event-of-the-summer fashion. #10YearsOfDeighton We are giving away the ultimate 10th anniversary prize pack including: brunch at one of @earlsrestaurant downtown locations, 3 @stellaartois per person, limo transportation courtesy of @milesendmotors to The Deighton Cup (@hastingsraces ), 8 festival passes, and a year subscription to @revivekit per person. If this isn’t the way into the winners circle, we don’t know what is! Here’s how to enter: 1.) like this post 2.) follow us on Instagram @deightoncup or subscribe to our mailing list 3.) tag 5 friends below Contest runs until July 9th. 1 winner announced July 10th.

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Accuracy and efficiency through paid advertising strategy

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Our goal was to promote Deighton Cup’s exclusive appeal and reach the right audience that values that experience. This included returning and potential attendees, as well as remarketing to convince people on the fence. The most accurate and efficient way to target these groups was through paid advertising strategy, including Google Adwords, Facebook, and Instagram.

We identified and segmented audiences, such as men and women, using A/B testing for ads to see what worked best. As the event drew closer, ads were updated with remaining ticket counts to drive urgency. This was integrated with email marketing and social media management, including organic/non-promoted posts. Giveaways on Facebook and Instagram were used to drive engagement, encouraging tagging and sharing. Remarketing through Google Adwords and Facebook/Instagram was used to help convince potential attendees that have already shown interest.

  • Our paid advertising strategy achieved a 740% ROI with ad spend over ticket sales.
  • Through Instagram, we brought in strong organic engagement, increasing their Instagram followers by 96% over 5 months with a $0 ad spend.