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Explore Group
A holistic strategy to get started
When you’re working with a visitor market that doesn’t play by the typical rules, it pays to do your research first. That’s why we kicked off with an in-depth discovery session with Explore Group’s marketing team, learning about their product suite, understanding where their previous marketing efforts landed, and layering in our industry know-how.
From there, our tourism marketing experts plotted out the customer journey and mapped out the best levers to pull at each phase. We crafted a full-funnel strategy that nurtures potential guests through inspiration, discovery, consideration, and conversion – flexing budgets and audiences to match seasonal travel patterns and Explore Group’s various objectives.
Targeting with precision
Showcasing an island destination that relies entirely on flights, with no drive market? Add in seasonality, last-minute booking behaviour, and a need to filter out reef-goers heading to Tropical North Queensland – plenty of challenges that we were ready to tackle head on!
Putting all the pieces of the puzzle together, we designed distinct audience buckets to tap into – encompassing intrastate, interstate, and international visitors. From here, the groundwork was laid out, allowing us to effectively speak to each traveller at the right stage of their journey.
Search ads to capture and convert intent
Our Google Ads strategy casts a wide yet strategic net. Brand terms help to protect market share, specific product searches nudge users towards booking, and location keywords put Explore Group in visitors’ minds.
The results? Returns on advertising spend as high as 36:1 – allowing Explore Group to claim a solid share of voice on Google Ads without breaking the bank.
Visual storytelling to stop the scroll
Promoting one of Australia’s most iconic and photogenic natural wonders = a very happy Maverick content team! We’ve taken the swirling sands of Hill Inlet and the crystal-clear waters of Bait Reef through to a multi-layered Meta ads approach – tailoring short-form videos, dynamic imagery and carousels, pairing it with snappy copy from our in-house travel writers, and placing it carefully across social feeds and stories.
We’ve achieved impressive ROI’s on Meta as high as 29:1 by understanding that inspiration drives curiosity (and bookings!). We’re loving experimenting with new creative angles, from the vibrant colours of coral and cocktails, to the beauty of snorkelling and sunset-chasing – it’s all about learning what resonates with different demographics and optimising accordingly.
Reporting that even has the CFO impressed
Our custom, live dashboards aren’t just pretty to look at (though they definitely are) – they’re game-changers for understanding true engagement and return on ad spend.
Gone are the days of static monthly reports that leave more questions than answers. Our interactive, user-friendly dashboards provide real-time insights that let the Explore Group team make informed decisions. The transparency and clarity were such a step up from their previous agency that the CFO specifically called out how impressed they were – now that’s music to our ears!
Test, learn, implement, repeat
Working in collaboration with the Explore Group team across Australia and New Zealand, we’re all about testing new creative approaches, trialling innovative targeting options, and tweaking messaging to continue driving success. Our monthly performance check-ins – whether face-to-face or online – ensure we’re always aligned on priorities, and ready to jump into fresh opportunities, new promotions or unexpected competitor activity.
This collaborative, hybrid working relationship has been the secret sauce to our success. Explore Group brings the latest happenings on-the-ground and customer data, while we contribute the platform expertise, industry insights, and data-driven optimisations. With a dedicated account manager just a text or call away, it’s a match made in tourism marketing heaven.
On a course for continued success
Six months in, and we’re just getting started. With outstanding ROI across both Google and Meta, a sophisticated targeting approach that reaches the right travellers at the right time, and reporting that keeps everyone informed and excited about results – Explore Group is perfectly positioned to continue making waves in the Whitsundays.
Get in touch with us to explore our marketing retainer options.
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We're a team of tourism and digital experts who hang our hats on doing high impact work that affects your bottom line.
