Our ongoing partnership with Discover Waitomo is entering an exciting new phase. Building on the success of our targeted campaigns in the Chinese market, we are now expanding our efforts to reach a broader, global audience.
Reflecting on Our Success in China
Over the past few years, our collaboration with Discover Waitomo has yielded great results, in promoting the Waitomo Glowworm Caves and the surrounding experiences to Chinese travellers.
Through a combination of strategic marketing initiatives, engaging storytelling, and a deep understanding of the Chinese digital landscape, we have been able to position Waitomo as the must-visit destination for Chinese tourists. The response has been excellent an increased visitor numbers post-COVID, and heightened brand recognition in the market.
Expanding Our Horizons: A Global Approach
Our partnership with Discover Waitomo (part of the thl Group), is evolving to include a focus on Western channels and a broader global audience. The magic of Waitomo isn’t limited to one market, and these experiences deserve to be shared with the world.
In this next phase, we will be telling the stories of:
- The Glowworm Caves: A world-renowned natural wonder that captivates visitors with its ethereal beauty.
- Legendary Black Water Rafting: An adrenaline-pumping adventure that takes thrill-seekers through subterranean rivers.
- Waitomo Trail Run: A challenging yet rewarding event that showcases the stunning landscapes of Waitomo.
- Kiwi Experience: For the first time, we’re bringing the iconic Kiwi Experience under our marketing umbrella, adding a new dimension to our offerings.
Combining Organic and Paid Media
To ensure these unique experiences reach a diverse audience, we will be leveraging both organic channels and Meta marketing strategies.
By optimising content for global platforms, we aim to create an immersive digital experience that resonates with travellers from different markets. Our approach will combine the authenticity of organic content with the precision targeting of paid media, ensuring that our messaging is both impactful, engaging, and far-reaching.
Looking Ahead: A Vision for the Future
This expansion marks a significant milestone for both UMS and Discover Waitomo. It’s not just about broadening our reach; it’s about reinforcing our shared commitment to excellence in tourism marketing. By extending our efforts to new markets, we’re also showcasing UMS’s capability to adapt and thrive outside the Chinese market, proving that our strategies are both versatile and effective on a global scale.
