Broome Cruises launched their half-day Sunset, Seafood & Pearling Cruise, where local and interstate travellers can indulge in an all-inclusive epicurean cruise experience, hosted in the uniquely stunning Kimberley region.
- This was an inaugural cruise for the company, rolled out under new branding and launching for the first time in Broome. There was no additional marketing support to raise brand awareness for the cruise.
- A challenge we faced was to introduce a fresh tourism product during a pandemic with unpredictable lockdown restrictions, both locally and interstate.
- We introduced a Facebook Ad campaign, implementing conversion tracking to follow and optimise ROAS (Return on Advertising Spend). The cruise is a high-involvement product aimed at wealthy vacationers. We utilised this knowledge to produce a creative and targeted strategy—maximising the client’s ROAS. We leveraged our experience and expertise to drive immediate results.
- A Google Search campaign was also implemented to capture interest from people actively looking to holiday in Broome, in an attempt to drive conversions. Google Search allowed us the ‘safety’ of advertising during a time when travelling was difficult and the local tourism industry wasn’t receiving its regular clientele of international travellers.
Google Shopping impression share
(#2 advertiser in Australia and climbing)
Percentage of total sales generated by Unify