It was a pleasure for Zoewebs to support The Starlight Company (UK) in promoting its Space Camp programme in Malaysia.
The Starlight Company is a UK-based performing arts stage school and professional dance showstopper group, providing choreography, performing arts training and event entertainment. As part of its activities, Starlight organised a two-day Space Camp at Sunway International Schools, Kuala Lumpur,, designed to give young students an exciting educational experience centred around space, exploration and STEM-related activities.
What made the programme especially exciting was the opportunity for participants to meet two NASA astronauts, bringing an inspiring space experience closer to students in Malaysia.
The programme was introduced to the Malaysian market as a unique educational opportunity, while also creating a new challenge for Starlight as an overseas organiser looking to reach local students and parents. With the programme requiring local promotion and ticket sales, a suitable marketing strategy was needed to introduce the event to the right audience and generate sufficient interest.
For Zoewebs, the project involved more than simply promoting the event through online advertisements. We supported Starlight throughout the campaign by combining website development, digital marketing, market research, partnership development, school outreach, telemarketing and offline promotion.
The project gave Zoewebs the opportunity to work alongside an international organiser and develop a practical marketing approach for bringing an exciting space and astronaut experience to students in Malaysia.
Starlight Space Camp
2. Customer Requirement: Sell 100 Space Camp Tickets Online
Starlight approached Zoewebs with a clear objective:
Sell 100 Space Camp tickets online.
The campaign needed to reach the right audience, generate interest in the programme and provide a simple process for customers to register and make payment online.
The key objective was not simply to generate website traffic, but to turn the promotional campaign into actual ticket sales.
The campaign needed to reach the right audience, generate interest and provide a simple path from promotion to online registration and payment.
3. Challenges
The campaign presented several challenges.
The campaign needed to overcome a premium ticket price, a UK-based organiser and a limited local network in Malaysia.
Expensive Ticket
The Space Camp ticket was priced at RM699, making it a relatively expensive educational programme for parents to consider.
The campaign therefore needed to communicate the value of the programme and provide enough information to encourage registration.
UK-Based Organiser
Starlight was based in the United Kingdom, while the event was being promoted in Malaysia.
This meant the organiser had limited presence in the local market.
Limited Local Network
Starlight also had a limited network of local contacts in Malaysia.
Zoewebs therefore needed to help establish connections with relevant schools, education organisations and potential promotional partners.
The campaign review also found that online promotion needed more time to build trust, leading to an online + offline approach.
4. Solution
To address the challenges, Zoewebs developed a marketing solution combining website, online marketing and offline marketing.
The campaign combined a dedicated website journey, multi-channel online promotion and targeted offline outreach.
Website
A dedicated landing page was created within Starlight’s existing website.
The landing page served as the main destination for campaign traffic and was connected to the payment gateway, allowing customers to proceed from the campaign directly to online registration and payment.
Promotion → Landing Page → Registration → Payment
The campaign combined a dedicated website journey, multi-channel online promotion and targeted offline outreach.
Online Marketing Channels
The campaign was promoted through multiple online channels:
Using multiple channels allowed the campaign to reach potential customers through different online touchpoints.
Offline Marketing Channels
Online marketing was supported by offline activities, including:
This created a more complete promotion strategy rather than relying only on online advertising.
5. Campaign Execution
The campaign moved through three stages: planning, preparation and promotion.
Planning
Market Research & Target Audience
The first step was to understand the market and identify the most suitable audience.
Based on the initial campaign feedback, Zoewebs identified international school students as an important target audience.
The campaign review showed that international schools found the programme interesting and reasonably priced, while normal schools showed less willingness to spend.
Zoewebs also used Google Analytics to review website traffic and engagement by location, helping to identify areas with stronger potential. Based on the analysis, the geographic focus was narrowed towards Klang Valley.
Audience research helped guide the campaign targeting and promotional approach.
Partnership With Education Institutes
Zoewebs explored partnerships with education-related organisations to extend the campaign’s reach.
A commission-based approach was introduced, offering:
RM100 commission for each registration
Pricing & Promotional Strategy
Different promotional approaches were considered to encourage registration and support partner participation.
These included:
- Early bird discount
- Promotional offers
- Free items
- Partnership offers
- Commission for participating schools
The initial campaign also included a RM100 promotional discount.
Preparation
Landing Page & Payment Gateway
A dedicated landing page was created within the existing Starlight website.
The page was linked to the payment gateway so customers could complete their registration online.
Poster & Banner
Zoewebs prepared promotional materials for offline promotion, including:
- A4 poster
- Large-format banner
Multi-Channel Online Advertising
Online advertising was prepared across:
The campaign was monitored throughout the promotion period and adjusted according to the available results.
International School Outreach
To support direct promotion, Zoewebs prepared a database of international schools in Malaysia.
Telemarketer was engaged to assist with contacting 100+ international schools and introducing the programme.
The supplied campaign materials contain multiple pages of school contacts prepared for outreach and telemarketing.
Promotion
Run Online Advertising
The campaign was launched across the selected online channels.
The advertisements were used to create awareness and drive potential customers towards the Space Camp landing page.
Online advertising performance was monitored throughout the campaign to track response and support ongoing optimisation.
Adjust Online Advertising Strategy
Campaign performance was continuously reviewed and the online advertising strategy was adjusted according to the available results.
The campaign analysis included website traffic, geographic performance and user behaviour.
This allowed the campaign to refine its targeting during the promotion period.
Contact International Schools & Follow Up
Telemarketers contacted international schools directly to introduce the programme and explore opportunities for collaboration.
Email outreach was followed by further communication with interested organisations.
Follow-up communication supported the outreach effort and helped maintain contact with international schools throughout the campaign.
Ongoing Content & Updates
Throughout the campaign, content and programme updates were continued through the website and social media channels.
This helped maintain awareness of the Space Camp and provide potential customers with additional information.
Banners & Posters
Offline promotion was used to complement the online campaign.
Banners were used to increase visibility, while posters were distributed to relevant schools and education organisations.
6. Outcome
Successfully Sold Out 100 Tickets
The campaign successfully achieved its main objective.
The campaign successfully achieved its main objective: all 100 Space Camp tickets were sold.
100 Space Camp Tickets Sold
The campaign combined:
The result demonstrated the value of combining digital marketing with local outreach when promoting an event for an overseas organiser.
7. Conclusion
The Starlight Space Camp campaign demonstrated how a one-stop digital marketing solution can support ticket sales from the initial planning stage through to promotion and conversion.
The campaign combined website development, digital advertising, partnerships, telemarketing, school outreach and offline promotion into one coordinated strategy.
One-Stop Digital Solution for Selling Tickets
Zoewebs supported the campaign across multiple areas, including:
Landing Page · Online Advertising · Partnership · Telemarketing · School Outreach · Offline Promotion
Online + Offline Strategy
The campaign showed that event promotion should not rely on online marketing alone.
Online advertising helped create awareness and reach potential customers, while partnerships, telemarketing, schools, posters and banners provided additional opportunities to connect with the local market.
Strategy Is Important
One of the key lessons from the campaign was that the marketing channel itself is only part of the solution.
Having the right strategy — including audience targeting, pricing, partnerships, promotion methods and follow-up — is equally important.
Ultimately, the campaign achieved its objective.
Online + Offline + Strategy
A complete campaign solution by Zoewebs.
