Case studies

Three Capes launch campaign

Enticing ‘soft adventurers’ into the depths of a Tasmanian winter? Hmm, lucky we love a challenge.

The client

The Three Capes Track is Tasmania Parks and Wild Services’ paramount dry boot, ‘soft adventure’ bushwalking experience.

Corporate Communications has provided marketing support to the Three Capes Track since its inception with the experience being awarded a number of accolades, including the 2016 Tasmanian Tourism Awards Best New Business and 2018 Awards Best Ecotourism Business, along with the 2016 Australian Tourism Award for New Tourism Business.

The launch campaign, executed by our consultancy, exceeded the 5000-walker target by 66 per cent in the first year of operation, delivering 8328 walkers and establishing a significant public profile for the track as Australia’s premier coastal bushwalking experience.

The Brief

Since the launch, the Three Capes Track continues to be booked out for significant periods of the year, however, as is to be expected, bookings through the winter off-peak period decrease.

Our challenge has been to generate booking demand for the walk in the off-peak winter period.

The Strategy

To achieve this result we developed a cross-platform ‘funnel’ strategy discovering and nurturing prospects using an integrated digital and social media marketing campaign.

Using Facebook, Instagram, YouTube and Google Adwords, our innovative segmentation approach allowed us to deliver messaging, tailored to the various identified walker cohorts, that spoke to their psychographic reasons for buying.

Our audience discovery phase of the campaign fed into a direct follow up retargeting initiative that was rolled out across Facebook and Instagram that provided increasing levels of information on the Three Capes Track experiences, supporting them through the buying decision-making process.

Key Performance Metrics

Comparing 2018 v 2019 bookings – bookings increased over the 12-week campaign period, equating to an additional 189 bookings – delivering a return on ad spend (ROAS) of 565%

A 565% RETURN ON AD SPEND

Comparing 2018 v 2019 bookings inside and outside the 12-week winter campaign period – there was a 16.87% improvement in bookings in the 2019 winter campaign period

A 16.8% INCREASE IN BOOKINGS