Pictured Rocks Cruises & Pictures Rocks Kayaks 2021 Season
Client:Pictured Rocks Kayaks
The Scope
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 Strategy
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.
10,727,925
Impressions
250,606
Link Clicks
182,791
Website Pageviews
2:02
Avg. Time on Site
The Results
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,
- Cruise revenue for 2021 surpassed 2020 by 105% and 2019 by 39%. It was the most revenue ever generated by the cruise operation!
- Kayak revenue for 2021 surpassed 2020 by 105% and 2019 by 101%. It was the most revenue ever generated by the kayak operation!
- Purchases in key designated target areas of Minneapolis, Milwaukee and the state of Ohio, were up 27%,13% and 22% respectively – which achieved the desired established KPIs.
- Seasonal Kayak website traffic was up more 36% year over year and Cruise website traffic was up 27%.
- The Facebook Ad portion of the campaign generated nearly $750,000 in revenue for both operations.
- Facebook engagement was an all-time with more than 18K in shares of the ads! This indicates that our targeting and creative were very refined.
- The Google Adwords program, produced $1.6 million in direct revenue for both operations with an astronomical ROAS – $58 for kayaks and $139 for cruises.
- The influencer content had the following reach on the MiPlayground network – which included Instagram, Facebook and TikTok – 18,000 engagements, 300,000 video views, and over 60,000 minutes of total video views in an extended network.
Clients: Pictured Rocks Cruises
