Waitomo Experience

The Challenge

Waitomo Experience, a new adventure brand in the Waitomo region, was preparing to launch ahead of a busy tourism season. While the offering had strong potential, there was no established brand identity, digital presence, or marketing funnel to generate consistent bookings. Competing against well-known operators, the challenge was to quickly create a distinct brand, build trust with both local and international visitors, and launch a performance-driven acquisition strategy. The business also needed clear brand strategy and KPI metrics to guide decision-making and ensure marketing investment translated into measurable growth.

Our Approach

Launch developed a full go-to-market strategy for Waitomo Experience, starting with the creation of a complete brand identity — including logo design, visual guidelines, and tone of voice. We designed and built a new website optimised for conversion, ensuring visitors could easily understand the offering and book online.

To drive demand, we implemented a performance marketing system across Meta and Google, designed to capture tourists actively searching for Waitomo activities while also building awareness with targeted social campaigns. Alongside campaign delivery, we worked with the team to set key growth metrics and provide strategic advisory support, ensuring marketing activity was directly tied to business outcomes.

The Results

With a refreshed brand identity, high-performing website, and structured campaigns, Waitomo Experience entered the busy season with strong visibility and a scalable lead generation system. The new brand positioning gave the business credibility in a competitive market, while paid campaigns ensured consistent bookings from both local and visiting audiences. By combining brand strategy, creative execution, and performance marketing, Launch provided a foundation for long-term growth while delivering immediate results in the critical launch period.

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