The brief: fill the calendar, grow the margins
This client is a long-established New Zealand tourism operator specialising in guided multi-day river adventures in one of the country’s most dramatic natural landscapes. With an expert team of local guides who bring together cultural history, ecology, and adventure, the brand had built a loyal following — but was operating at around 70% capacity and needed a targeted digital strategy to close the gap. The brief centred on three priorities: filling remaining capacity slots throughout the year, targeting shoulder season periods (September–October and March–April) where demand typically softened, and promoting the highest-profit tour products. Zib Digital was engaged to design, deploy and manage a full-funnel digital marketing programme to deliver measurable growth across all three goals.
A three-phase strategy: establish, deepen, convert
With a single domestic market and a well-defined audience, the strategy focused on building layered digital presence — from search intent capture at the top, to retargeting warm audiences at the bottom. Each phase built on the last.
