CASE STUDY:

Horowhenua NZ

Boosting the Horowhenua District tourism through trend-driven content strategies

How Horowhenua District used trendspotting and timely content to boost engagement and conversions for seasonal tourism.

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. To support local businesses and promote tourism, Horowhenua District launched the website horowhenua.co.nz, a Regional Tourism Organisation responsible for both destination marketing and destination management in Horowhenua. The website aims to centralise everything the region has to offer and develops a unique platform to promote businesses and enhance visitor experience.

Data Story Services

Paid Advertising

Search Engine Optimisation

Quick WINS

120

percent increase in traffic

96

percent increase in conversions

1035

percent increase in engagement

The CHALLENGE

Horowhenua NZ needed to increase visitor numbers and engagement during the spring and summer seasons.

It wanted to find ways to encourage tourists and locals to explore and support local tourism businesses and seasonal experiences.

It wanted to leverage existing marketing channels in innovative ways to attract new online traffic, effectively direct visitors to local tourism businesses

It also wanted to significantly increase visitor conversions during the critical spring and summer seasons.

THE STRATEGY

Horowhenua capitalised on the rising popularity of the keyword 'glamping' to create timely, targeted content and implemented a dual-channel promotional strategy to capture new audiences.

What we did:

We carried out keyword trend research and produced organic and paid content

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 not only through organic traffic but also from search bar interactions on their site 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

The district created a new article focusing on glamping in the Horowhenua region, highlighting accommodation options that cater to this growing trend.

‍

Dual channel approach

To maximise the impact of this content, here is the dual promotion strategy that has been implemented:

Organic Post: The article has been shared on the district’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.

‍

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 not only through organic traffic but also from search bar interactions on their site 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

The district created a new article focusing on glamping in the Horowhenua region, highlighting accommodation options that cater to this growing trend.

‍

Dual channel approach

To maximise the impact of this content, here is the dual promotion strategy that has been implemented:

Organic Post: The article has been shared on the district’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 accommodations, 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.

‍

“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

Key Takeaways

Proven Keyword Strategy Success

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

‍

Organic Posts Can Deliver

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

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.