Best-practice digital strategy for Cromwell’s most well-known tourism attraction.

Highlands Park is a well-known motorsport park situated in picturesque Cromwell, Central Otago.

Highlands approached Maverick Digital after experiencing a loss in Google visibility, user numbers and online sales post the launch of a new website.

We began by creating a best practice digital strategy, completing a SWOT analysis, SEO audit, website optimizations and comprehensive paid media activity plan. These were elements that Highlands had not implemented before, so we ensured Josie and the team was across the ‘why’ as well as the ‘what’ – digital is about education as much as it is about measurable results.

Within the strategy, we paid particular attention to our paid media conversion rate, online revenue goals and keeping the CPA as low as possible (always 8% or under).

One of the barriers to travel Highlands experiences was convincing international travelers to make the (beautiful) drive to Cromwell from Queenstown for the day. By strategically nurturing users through the funnel – and addressing barriers to purchase like this one – we have transformed the value that Highlands continues to see from the digital space.

Creating awareness and demand before travelers arrive in Central Otago

Google is the go-to platform for travelers who are in the planning stage of their holiday. Through clever Google search campaigns, we are able to get in front of holiday planners, using key search phrases and convincing ad copy to drive awareness of the Highlands experience when the user is locking in their itinerary.

Using data-driven display to educate travelers of their options

Using data-driven display ads we are able to serve ads to Highlands key target audiences via Facebook as they arrive and travel through the country, heading towards Central Otago. By targeting FIT travellers as they drive south, we have the ability to influence their travel itinerary decisions. 

Remarketing to stay top of mind to drive conversions

Staying top of mind is important during a traveler’s booking journey – on average it takes between 3-5 visits before a traveler will decide on an experience, and actually complete a purchase. Once people visit the Highlands website, they are then retargeted with display ads via Google and Facebook via a time window, with the messaging personalized to the content they have interacted with on the site (and address any perceived barriers to purchase).