BKB Holidays

Turning years of benchmarked lead costs into the confidence to test an entirely new market...

Category: Multi-Day Tours · Services: Meta Advertising, Campaign Management & Tracking, Audience Strategy, Market Expansion

The challenge

This WA holiday wholesaler needed to sell multi-region WA holiday packages to interstate travellers on the East Coast who often didn't know the destinations well, while juggling lead generation and traffic goals across several very different regions — Broome and the Kimberley, Ningaloo, Margaret River and Perth — within a single campaign.

Our solution

Big Head Digital built region-specific carousel campaigns bundling deals by destination, layering in Tourism Western Australia's warm audiences to strengthen interstate targeting. Lead generation and traffic objectives were run and measured side by side to identify the most cost-efficient path to conversion, building a benchmarked model reliable enough to confidently plan future campaigns — and eventually test a new international audience in Singapore.

Strategy

  1. Bundle by destination, not just by deal — Region-specific carousels (Broome & Kimberley, Ningaloo, Margaret River, Perth) let interstate audiences self-select into the destination that appealed most, rather than facing one generic offer.
  2. Borrow warm audiences where possible — Partnering to use Tourism Western Australia's existing warm audiences gave interstate campaigns a stronger starting point than cold targeting alone.
  3. Test lead gen against traffic, not just one or the other — Running both objectives side by side built a clear picture of true cost per outcome, rather than assuming one approach was automatically better.
  4. Let proven benchmarks justify new bets — Proven historical lead-cost and click-cost benchmarks gave the confidence to responsibly test an entirely new market — a Singapore stopover campaign — rather than guessing at a new audience cold.

Results