--- title: Enlightened Moments date: 2026-07-08T11:49:00+01:00 author: Alice Green canonical_url: "https://hellomustard.com/case-studies/enlightened-moments" section: Case Study --- ![Who we are](https://mustard-media.transforms.svdcdn.com/production/images/who-we-are.png?w=1600&h=1200&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1784121613&s=de2ea18207e29dcb76f8918c584c0a36) ## Cut The Mustard Join our Cut The Mustard newsletter to reserve your space for our upcoming webinars, plus the latest news & insights across the experience economy. [Work ](https://hellomustard.com/case-studies) [Services ](https://hellomustard.com/services) [About ](https://hellomustard.com/about) [Press ](https://hellomustard.com/press) [Latest ](https://hellomustard.com/news) [Contact us](https://hellomustard.com/contact) # Enlightened Moments Enlightened Moments Enlightened Moments Enlightened Moments Enlightened Moments Enlightened Moments How Enlightened Moments Grew Pre-Sale Tickets by 256% YOY With a £3 CPA. ![Enlightened moments 1](https://mustard-media.transforms.svdcdn.com/production/images/enlightened-moments-1.jpg?w=1600&h=900&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786105042&s=d4dffa19f47f2cbe133f758ef93cc6a3) ## How Enlightened Moments Grew Pre-Sale Tickets by 256% YOY With a £3 CPA. Date 2025 Deliverables Stategy Campaigns Paid Media Location Hylands Sector Destinations ##### Enlightened Moments grew pre-sale tickets by 256% year on year, achieved a 77% conversion rate, and delivered a £14 ROAS at £3 CPA, all from a standing start, with no existing audience, no historical sales data, and a campaign built in four weeks. The brief was to launch a new premium experience into a market with strong existing competition and get it selling before word of mouth had time to form. We front-loaded spend into the pre-sale window, targeted audiences already in-market for comparable experiences, and built creative around what the experience felt like rather than what it was. The numbers followed. The results 256% YOY increase in pre-sale tickets 77% conversion rate £14 ROAS the challenge ##### Enlightened Moments was a new premium experience entering a market where audiences have strong existing preferences and limited awareness of anything without an established reputation. The brief arrived four weeks before the on-sale date: not enough time to build a brand, barely enough to build an audience. The task was to generate genuine purchase intent in people who had never heard of Enlightened Moments, in a window most operators would consider too short to mount a meaningful campaign. ##### There was no historical data to work from. No previous ticket sales, no CRM audience, no benchmark conversion rate. We were starting from nothing and were against the clock. ![Enlightened moments 2](https://mustard-media.transforms.svdcdn.com/production/images/enlightened-moments-2.avif?w=1600&h=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5862&fp-y=0.4024&dm=1786438131&s=6401a619ebe31c4ff4ab0fc44862e59c) ![Enlightened moments 3](https://mustard-media.transforms.svdcdn.com/production/images/enlightened-moments-3.jpg?w=1600&h=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786105144&s=895c6a60c7927c0ba7757613a58ee88d) the approach ##### Our first task was to build a commercial model without historical performance data. Using sector benchmarks from comparable premium experiences, intent signals from the target audience, and our own Booker Behaviour database, we built a launch sales projection that gave Enlightened Moments a week-by-week target to work against from day one. ##### The audience strategy prioritised people already in-market for premium leisure experiences: those actively researching comparable events, households in the catchment area with recent leisure spending signals, and communities whose cultural and social profiles matched the experience's positioning. Audiences with existing intent that could be redirected, rather than cold audiences requiring brand education first. ##### Creative was built around atmosphere and emotional resonance: communicating what it felt like to be there rather than what it was. In a compressed launch window, emotional resonance converts faster than information. ##### Spend was concentrated in the pre-sale period. The instinct with a new experience is often to hold budget back until there is social proof to amplify. We reversed that logic: front-loading spend created the demand before opening, which meant the first weekend generated the word of mouth, rather than waiting for it. A 53% reduction in CPC over the campaign period reflects the compounding efficiency of reaching the right audience with the right creative from the start. ##### A 77% conversion rate on a new experience with no existing audience is the number that explains everything else. It means that the vast majority of people who engaged with the campaign were ready to buy. That does not happen by accident. It reflects an audience strategy that reached people already in-market, creative that removed the remaining hesitation, and a pre-sale structure that gave them a compelling reason to commit before the general sale opened. ##### The 256% YOY increase in pre-sale tickets and 77% YOY uplift in ticket sales confirm that the pre-sale system worked not just at launch but as a repeatable structure. The £14 ROAS at £3 CPA, with a 53% reduction in CPC over the campaign, reflects the efficiency gain that comes from targeting intent rather than volume. ![Enlightened moments 4](https://mustard-media.transforms.svdcdn.com/production/images/enlightened-moments-4.jpg?w=1600&h=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786105391&s=159caea7717e7dff894cd0101f89b689) ![Carl enlightened moments](https://mustard-media.transforms.svdcdn.com/production/images/Carl-enlightened-moments.jpg?w=1600&h=2133&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786461529&s=92125e988f6d27d7b6f5c33908527120) We’d hit a ceiling and needed a fresh perspective. Mustard’s launch workshop gave us that, along with a plan we could move on straight away. Their ad creative and paid media support took it further, delivering results fast. ![Carl enlightened moments](https://mustard-media.transforms.svdcdn.com/production/images/Carl-enlightened-moments.jpg?w=1600&h=2133&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786461529&s=92125e988f6d27d7b6f5c33908527120) Carl Miller Director What This Means for Leisure and Tourism Brands ##### The most common mistake in launching a new premium experience is treating brand awareness as a prerequisite for conversion. The audiences most likely to attend are already in-market for comparable events. They are actively searching, browsing, and comparing. A campaign built around intent signals reaches these people at the moment they are making a decision, which is far more efficient than building awareness first and hoping they come back when they are ready to book. ##### The 77% conversion rate is the metric that should travel furthest from this campaign. Most new experience launches consider a 10-15% conversion rate a strong result. When the audience is correctly qualified, the creative is built for conversion, and the pre-sale structure gives people a reason to act, that number looks very different. ##### The practical question worth asking before any new launch: where is the most convertible audience right now, and are we in front of them? Frequently Asked Questions Q: How do you sell tickets for a new experience with no existing audience? ##### Target intent rather than awareness. Enlightened Moments grew pre-sale tickets by 256% YOY and achieved a 77% conversion rate by reaching audiences already in-market for comparable premium experiences, not by building brand awareness from scratch and waiting for it to convert. Q: What is a realistic CPA for a premium leisure experience launch? ##### Enlightened Moments achieved £3 CPA with a £14 ROAS. The key is audience qualification: reaching people who are already in-market for comparable experiences produces structurally lower CPA than broad awareness targeting, because the campaign is closing intent rather than creating it. Q: What is the best marketing strategy for a premium leisure experience launch? ##### Front-load conversion spend into the pre-sale window. Enlightened Moments achieved a 77% conversion rate and 256% YOY pre-sale growth by concentrating spend before opening, when the right audience was reachable without competition from word of mouth or general availability. Q: How do you improve ROAS on a new experience launch? ##### Start with the audience, not the creative. Enlightened Moments' £14 ROAS came from a targeting strategy built on intent signals and Booker Behaviour data, combined with a 53% reduction in CPC over the campaign period as the algorithm optimised toward the highest-converting audience segments. you might also like [more work](https://hellomustard.com/case-studies) [![Chelsea Winter Village 1227](https://mustard-media.transforms.svdcdn.com/production/images/Chelsea-Winter-Village_1227.jpg?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1785938576&s=a63b5c80c3c7f4a09e30badb5865d655) Strategy Paid Media Campaign How Chelsea Winter Village Hit 120,000 Attendees in Year One.](https://hellomustard.com/case-studies/chelsea-winter-village) [![Bute park](https://mustard-media.transforms.svdcdn.com/production/images/bute-park.jpg?w=1600&q=80&fm=webp&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1786628677&s=7f3d3a50b538743568feee2950632320) Campaigns Paid Media How Christmas at Bute Park Sold 40,462 Tickets in 48 Hours With No Brand, No Data, and No Audience.](https://hellomustard.com/case-studies/bute-park)