Boosting Horowhenua District tourism through trend-driven content strategies

The Partner 

Horowhenua District is located on the west coast of the lower North Island of New Zealand and is known for its rich cultural heritage, scenic landscapes, and thriving communities. 

Horowhenua NZ is a Regional Tourism Organisation responsible for both destination marketing and destination management in Horowhenua.

To support local businesses and promote tourism, Horowhenua NZ launched the website horowhenua.co.nz. The website aims to centralise everything the region has to offer and provide a unique platform to promote businesses and enhance visitor experience.

The Challenge

Horowhenua NZ was looking to promote its tourism offerings for spring and summer and attract more visitors to local businesses. As part of its ongoing efforts to boost engagement, Horowhenua NZ needed to find new ways to target tourists and locals seeking seasonal activities and accommodation.

The Strategy

Analysis of keyword trends

During our research into seasonal opportunities, we noticed a rapid increase in search volume for the term ‘glamping’ towards the end of August and the beginning of September. This growth was evident through organic traffic and search bar interactions on the website and keywords in the Google Ads campaigns. We saw an opportunity to create timely and relevant content to capture this audience.

‍Content creation and promotion

Horowhenua NZ created a new article focusing on glamping in the Horowhenua region, highlighting accommodation options that cater to this growing trend. A dual promotion strategy was implemented to maximise the impact of this content:

• Organic Post: The article has been shared on Horowhenua NZ’s social media platforms, aiming to engage existing followers and broaden organic reach.
• Paid Campaign: Simultaneously, we launched a targeted paid social media campaign to drive further awareness and traffic from potential visitors interested in glamping.

The Results

In less than a month after the content went live, the impact was immediate and substantial:

• +120% increase in traffic on pages dedicated to accommodation, fueled by the glamping article.
• +96% increase in conversions from accommodation pages, indicating a higher level of engagement and intent from the visitors.
• The organic post alone performed exceptionally well, achieving a 1035% increase in engagement compared to the average of the previous social media posts during this period.

Key Takeaways

Takeaway 1: Proven Keyword Strategy Success

Timely targeting of emerging keywords, like 'glamping,' led to substantial growth in traffic and conversions within a short period.

Takeaway 2: Organic Posts Can Deliver

With the right topic and timing, organic content can outperform expectations, proving its value alongside paid campaigns.

Takeaway 3: Opportunities in Trendspotting

Opportunities in Trendspotting: Early identification of growing trends allowed Horowhenua NZ to position itself as a relevant destination for visitors interested in niche accommodation options.

Client Testimonial 

“Thanks to Data Story’s keen insight into the rising glamping trend, we were able to connect with the right audience in a meaningful way. Their expertise has led to a remarkable increase in both traffic and conversions, and we couldn’t be more grateful for their support in our journey.”

Ashleigh Le Gal, Destination Management Lead - HOROWHENUA NZ

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Author - Nicolas Chavan of Data Story