Pictured Rocks Cruises & Pictures Rocks Kayaks 2021 Season
Client:Pictured Rocks Kayaks
In an effort to create additional exposure in new markets and drive sales in all markets, TwoSix Digital built an ad campaign that featured newly developed content centered around the amenities & activities available in the Munising area.
The promotional program leveraged the core source data possessed by the organization from past sales. We also utilized data acquired via pixels of anyone who interacted on the organization’s multiple social channels – along with content developed by influencers from MIPlayground.com.
The campaign was run on Facebook, Instagram, Pinterest, TikTok, programmatic (StackAdapt), & Google Adwords. We also continued with an email marketing campaign that the organization first executed last year. We designed a flexible ad schedule, numerous ad creatives, and altered aspects of the website to help drive more online sales.
The campaign also leveraged TikTok organically for additional exposure, along with paid promotions to reach a more targeted consumer on the organizations channel along with MIPlayground influencer’s channel.
Our primary objectives were to increase awareness of Pictured Rocks Cruises and Kayaks, while encouraging consumers to purchase tour tickets online. This was achieved by activating the inspirational content through the multiple ad networks and communicating that the cruises were an exciting and safe experience. We also targeted specific geographic locations in highly populated markets within a one-day drive to Munising, Michigan, and included the targeting of two new DMAs: Milwaukee and Minneapolis, along with the entire state of Ohio.
The organization’s core source data from past purchases were utilized to develop custom and lookalike audiences, and additional website engagement audiences were built through pixels. The pixels allowed us to develop a robust set of retargeting ads that were specifically optimized for consumers who did not purchase a ticket on their initial click.
Avg. Time on Site
This was the second full season that TwoSix Digital was the agency of record for Pictured Rocks Cruises and Kayaks and this campaign generated the most revenue in the history of the company, surpassing the organization’s best season in 2019. Here is a breakdown of the result highlights,
Clients: Pictured Rocks Cruises