Turning Valentine's Day Into Mercer Labs' Highest-Revenue Day

Revenue Strategy & Product Packaging
Written By Alexis Melendez

Summary

Valentine’s Day is one of the biggest consumer spending moments of the year, yet many attractions market it like any other weekend. I saw an opportunity to position Mercer Labs as a destination for the holiday rather than simply another museum to visit.

I developed and launched a Valentine’s Day campaign centered around two curated ticket packages designed to increase average order value while giving couples and families a more complete experience. Supported by paid social, email marketing, influencer partnerships, and PR, the campaign transformed February 14 into the highest-grossing day in Mercer Labs history.

The result: more than $211k+ in single-day revenue, 3,800+ tickets redeemed, and double-digit sales growth on 8 of the 11 days leading into Valentine’s Day.

The Challenge

Mercer Labs already performed well on weekends, but Valentine’s Day represented an untapped revenue opportunity. Consumers were actively searching for memorable experiences to celebrate with a partner, friends, or family, yet the museum wasn’t giving them a compelling reason to choose Mercer Labs over dinner, a Broadway show, or another outing.

There were no holiday-specific packages, no seasonal campaign, and no offer designed to increase average order value. The opportunity wasn’t simply to drive more ticket sales. It was to reposition Mercer Labs as a destination for Valentine’s Day and create an experience people felt excited to book.

Strategy

People don't just want a ticket, they want an experience that feels complete, curated, and worth the price.

Rather than discounting admission, I created two curated packages that bundled tickets with thoughtful extras, including prosecco, chocolates, roses, and family-friendly gifts. The goal was to increase average order value while making the purchase feel like a complete experience rather than a collection of add-ons.

Timing was just as important as the offer itself. I launched the campaign in the final two weeks of January, when Valentine’s Day planning begins to accelerate, and carried a consistent message across email, paid social, PR, and influencer partnerships to keep Mercer Labs top of mind throughout the booking window.

My Role

Product Development: I developed the campaign concept and created two Valentine’s Day ticket packages designed to increase average order value while appealing to different audiences. Rather than simply adding extras to admission, the packages were positioned as complete experiences that felt gift-worthy and easy to purchase.

Campaign Strategy: I built the integrated marketing campaign across email, paid social, influencer partnerships, and PR, ensuring every channel reinforced the same message and booking window.

Public Relations & Influencers: I developed the PR angle for the campaign and created the supporting assets, including photography, video, messaging, and media materials. Working in partnership with our agency, I provided the foundation for their outreach efforts, which resulted in regional media coverage and expanded awareness beyond Mercer Labs’ owned channels. I also coordinated influencer visits to amplify the campaign through organic social content.

On-Site Experience: The campaign extended beyond the purchase itself. Valentine’s-themed activations throughout Maestros and the Machines gave guests seasonal moments to discover, photograph, and share, helping the experience feel intentionally designed for the holiday rather than simply marketed around it.

Results

$211k+ Single-day ticket revenue on February 14, the highest-revenue day in Mercer Labs history

3,800+ Tickets redeemed on February 14

8 of 11 Days leading into Valentine's Day with double-digit sales increases

What I Learned

This campaign reinforced that people rarely buy admission alone. They’re looking for experiences that feel thoughtful, memorable, and easy to say yes to.

It also reminded me that meaningful revenue growth doesn’t always require creating something entirely new. Sometimes the biggest opportunity comes from repositioning an existing product around a moment that already matters to your audience. By combining the right offer with the right timing and an integrated marketing strategy, we turned a typical museum visit into a holiday tradition worth celebrating.

Alexis Melendez

Marketing Leader | Brand Strategy · Integrated Marketing · Revenue Growth | Consumer, Experiential & Cultural Marketing

https://heyalexismelendez.com
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