• Forgotten World Adventures

Reaching new target audiences through strategic paid media

Forgotten World Adventures offers six unique experiences that take visitors on an iconic self-driven rail cart journey along parts of the abandoned 142km long Stratford-Okahukura Line. People come from all walks of life to experience the quiet mystery of this region and to discover the history, ancestry and captivating stories that make the Central North Island so unique. The rugged landscape, deserted backcountry towns and iconic New Zealand landmarks – such as the Bridge to Nowhere and the Whangamomona Hotel are a massive drawcard for visitors to the region, with over 9,000 people flocking to the area every year. 

The Challenge 

The Forgotten World Adventures experiences are extremely popular with visitors aged 55+, and with the April school holidays just around the corner, the team wanted to come up with a strategy to tap into the family holiday market – something they hadn’t tried before. One of the biggest reasons for booking hesitation for families with children was the remote location of the experiences, which comes coupled with a lack of access to WiFi and mobile data – meaning children can’t use their devices, a hard pill to swallow for such a device-orientated age group! 


Paid Media

The Solution 

The team at Forgotten World Adventures decided to take the lack of WiFi and play on it. The beauty of their experiences is that there is SO much to learn from nature – so it provides the perfect opportunity for children to put down their devices and fully take in their surroundings. The campaign “Sorry kids no WiFi” encouraged families to make memories the old-fashioned way – outside in nature!  

The Strategy 

A paid media digital strategy was created to target families throughout Aotearoa New Zealand on various platforms, including Google Search and Display, and Facebook first touch and remarketing. This was the first time Forgotten World Adventures has targeted this audience, and the first time they have taken a package-led price approach, rather than a percentage discount. Additionally, this is the first time they have experimented with a child entrance price of $70, in order to remain competitive.  

These experiences are high value items, so we focused on high intent through keyword-led display ads for awareness to capture them at the start of their research journey, generic search ads which included price points to drive traffic to the website and remarketing with GIFs and static images to get them over the line. With a limited budget, we maintained our always on Facebook first touch approach for continual awareness, focusing on Facebook remarketing in this campaign to drive those who had already shown product intent to get them over the line, rather than casting a wide net to a large audience who are led in by cost savings as opposed to a genuine engagement with the product. The funnel was mainly filled by display, driving users from affiliated high intent groups to the website, and then the Facebook remarketing would kick in. 

We undertook a user experience audit prior to the campaign focusing on the user journey and touchpoints from ads to point of booking. From this we found the need for dedicated landing page messaging alongside campaign touchpoints in organic social media (including a boosted post) and content for an EDM to their entire subscribed database.  

The Outcome 

The campaign was in-market for one month and saw a strong set of results across Facebook and Google – particularly when compared to the BAU material that was usually in market across the same channels. The website saw some great increases in site engagement – including a 137% increase in average session duration, confirming that more time was being spent on the website exploring content.  

Google Search had an impressive click-through-rate of 26.9% meaning we were targeting an audience who was highly interested in the product and saw value in looking for more information on the website. This was further reinforced with a spike in bookings towards the end of the booking period. Finally, enquiry forms generated from Facebook remarketing saw a 55% increase YoY. 

Overall, this campaign provided a great starting point for Forgotten World Adventures to see what the appetite was like for the school holiday market, and the results show that, with the right messaging, the interest is certainly there. It provides a brilliant reference point for future campaigns with some solid data to back up their paid media strategy.  


Lets Talk

Ready to connect?

We're a team of tourism and digital experts who hang our hats on doing high impact work that affects your bottom line.