Background

Discover Waitomo, one of New Zealand’s most iconic tourism operators, captivates visitors with its magical glowworm caves, underground rivers, and epic black water rafting adventures.

Seeking expert support in managing their social media strategy and Meta/TikTok paid campaigns, they partnered with UMS to elevate and expand their digital presence.

This collaboration saw our team overseeing both organic social media and paid campaigns across three key Discover Waitomo brands:

• Legendary Black Water Rafting Co
• Waitomo Glowworm Caves
• Waitomo Trail Run

Challenge

Before UMS’s involvement, content posting was sporadic, with some channels only posting monthly. Engagement was also inconsistent, and opportunities to build relationships with diverse audience segments were underutilised. The task was clear:

• Establish a consistent posting strategy.
• Optimise content to better engage existing audiences.
• Identify and target new audience demographics.
• Increase bookings, particularly for lesser-known attractions

Phase 1: Insights and Strategy

Audience Analysis

UMS conducted a deep dive into the behaviour and demographics of each channel’s audience and analysed the content performance for each. After delivering the report and recommendations, we were able to have more refined but still a multi-faceted strategic focus tailored to each brand.

Execution

UMS now manages the channels through consistent posting schedules and interactive content tailored to each audience, aligning posts with seasonal trends and audience preferences.

By using Platform-specific tactics, we are able to maximise organic reach, and our Monthly reports are tracking engagement rates, reach, impressions, and follower growth.

We also have set up brand and tactical campaigns across  both established and new markets, globally, to drive traffic to the website and encourage ticket sales.

Results

UMS’s strategy yielded success across organic and paid efforts through:

1. Increased Engagement: A consistent, story-driven approach revitalised all brands’ channels, generating steady increases in reach and engagement.
2. Enhanced Brand Presence: By leveraging storytelling and UGC, the brands are holding their own, against a competitive tourism environment.
3. Broader Audience Reach: Tailored campaigns targeted new demographics, including younger travellers and new international markets.
4. Optimised Paid Campaigns: Using insights from historical data, UMS refined ad creatives and messaging for maximum impact, achieving high CTRs and cost efficiency.

Conclusion

By fostering consistent storytelling and data-driven strategies, UMS is working together on these iconic New Zealand brands to thrive in a competitive tourism landscape.

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Case Study: Kiwi Experience x UMS Partnership