The Torngat Natural Park awareness campaign directed by NEON COAST, had three main goals: 

​a) Increasing the general awareness about the park across Canada.

b) Generating tourism based inquiries about booking or running tours in the park.

c) Increasing the general awareness about the park across the United States and Europe.

The plan involved a social media campaign with creative content for follower growth, and a Google Ads campaign aimed towards increasing traffic. For this case, we'll focus on the Online Advertisement part.

 

The Graphics shown below are just bits from the final report, and don't showcase the final costs due to privacy policy.

1. CAMPAIGN STRATEGY

After defining the main features that needed to be communicated through the Ads, it was important to define the type of personas that needed to be targeted so different Ads could be designed and tested.

TOUR OPERATORS

 

Animal Watching

Mountain Climbing

Cultural Experiences

Bird Watching

Backcountry Camping

Hiking

Kayaking

Photography Tours 

INDIVIDUAL TRAVELERS

 

Landscape Explorers

Animal Lovers

Adventure Seekers

Vacation Finders

Culture Enthusiasts 

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2. KEYWORD RESEARCH

In order to engage with the defined personas through online advertisement, was necessary to find all the potential ways that Internet users were using to find for similar content, and gradually optimize to find the absolute best ones.

Torngats Most Common Keywords.png

3. AD SETUP & OPTIMIZATION

With the defined personas and researched keywords ready to work, the next part was about setting up the campaigns by province.

 

Within each campaign, different AD Groups were created to address the different personas, and different Ads were tested to find out the ones that converted the most.

The rest was simply optimizing keywords and messaging until obtaining the most amount of clicks and the best average cost per click.

Torngats Google Adwords Campaigns.png

3. REPORTING

Once the campaign was over, a thorough report was developed explaining the entirety of the campaign, providing and analysis of the results, and crafting suggestions for the next campaign.

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