Background

Kiwi Experience, one of New Zealand’s favourite bus tour companies for youth travellers, offers Hop-on, Hop-off and Small Group Tours across the motu. They partnered with UMS to enhance their digital presence, engage with their audience, and drive bookings. The collaboration focuses on the strategic management of their Meta and TikTok channels, leveraging organic content, and creating and delivering paid campaigns.

Objectives

1. Develop a consistent and authentic organic social media strategy.
2. Drive engagement through storytelling and showcasing unique bus tour experiences.
3. Execute tactical campaigns to maximize reach and conversions during peak periods.
4. Explore and grow new markets with targeted paid advertising on TikTok and Meta.

Strategy and Implementation

Organic Strategy:

UMS has implemented a robust organic strategy for Kiwi Experience, leveraging storytelling to showcase the brand’s authenticity by highlighting travellers’ adventures, bus fun, and breathtaking scenic locations. This includes consistently posting engaging visuals, behind-the-scenes content, and user-generated stories to foster connection and engagement.

Paid Advertising:

Tactical campaigns have been equally impactful. Highlights include the celebration of Kiwi Experience’s 35th Birthday with retro throwbacks, engaging giveaways, and sales campaigns designed to drive excitement and bookings. Additionally, time-sensitive promotions and travel tips were crafted to align with seasonal trends and traveller behaviour. The introduction of TikTok ads has brought creative content to a younger, travel-loving audience while expanding into growth markets like Southeast Asia through data-driven targeting and culturally resonant messaging.

Results

• A significant increase in engagement across Meta and TikTok, with organic posts reaching a broader audience.
• The 35th Birthday campaign generated notable buzz, contributing to a spike in website traffic and bookings during the promotional period.
• Successful entry into new markets such as Southeast Asia.
• Enhanced brand visibility and reputation.

Conclusion

The partnership between Kiwi Experience and UMS has successfully elevated the brand’s digital presence, engaged new audiences, and stayed true to its adventurous spirit. By blending authenticity with tactical innovation, UMS has driven both awareness and bookings, setting a strong foundation for continued growth.

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