Repositioning the Waitangi Treaty Grounds offering to appeal to the hearts and minds of the domestic traveller.
Having launched their new look website and having recently opened two new museums, the team at Waitangi Treaty Grounds felt the time was right to introduce the ‘new’ Waitangi offering to the domestic tourist.
As we emerged from lockdown and faced life in the short to medium term with closed borders, Nineke and the team at Waitangi Treaty Grounds approached Maverick Digital to help them identify a strategy to reposition the Waitangi Treaty Grounds product offering in the mind of the domestic traveller as an appealing place to explore, rich in history as well as culture.
The 3 Audience Profiles
Tasked with driving domestic awareness of the new two museums and nurturing target audiences so that they book, Maverick Digital created 3 audience profiles. These ranged from young professionals with no children, to families with school age children, to semi-retired or retired couples.
Utilising our in-depth knowledge of the online travel research & booking conversion funnel, Maverick Digital set about implementing a strategy to nurture potential guests through the funnel to purchase.
The New Waitangi
We began by introducing the ‘new’ Waitangi to each of our audiences using top of funnel campaigns. We ran first touch campaigns across Facebook and Google Ads which allowed us to reach audiences while they are still dreaming or researching their next adventure. Having already built awareness across our audiences in the previous campaigns, we introduced remarketing campaigns across Facebook & Google Ads to ensure our audiences were segregated properly. This was key to ensure the correct message was delivered to the correct audience. Utilising AI bid strategies, conversion data from the earlier campaigns and our segregated audiences we set about creating conversion focused campaigns on Facebook and Google Ads.
The campaigns were considered a resounding success by all, generating 2,180,783 ad impressions and 24,992 ad clicks which resulted in Waitangi Treaty Grounds achieving a 70% increase on sales during the July school holiday period compared to last year. Maverick Digital are proud to have been able to stand alongside them in creating a successful mid-winter, domestic-focused campaign.