A boutique multi-day walking and lodge-based hiking operator in regional Victoria

Four different trail options, one AI-built quiz to match every traveller to the right walk...

Category: Multi-Day Tours · Services: AI-Powered Quiz, Meta Advertising, Mailchimp Integration, Email Nurture, Conversion Campaigns

The challenge

With four different guided trail options to choose from, this operator's biggest hurdle wasn't demand — it was helping the right traveller find the right walk. Generic lead campaigns risked sending people down the wrong path, both figuratively and literally, and diluting the personal, comfort-focused experience the brand was built on.

Our solution

Big Head Digital built an AI-powered quiz to help prospective walkers identify which of the four trail options suited them best, based on their preferences and comfort needs. Quiz results fed directly into Mailchimp, triggering a tailored multi-email nurture sequence specific to that traveller's matched trail — giving each lead more relevant information exactly when they needed it, without manual follow-up.

Strategy

  1. Let the traveller self-select — An AI-built quiz asked the right questions to match each visitor to one of four trail options, rather than asking them to work it out from a generic tour page.
  2. Personalise the nurture, not just the ad — Quiz results flowed straight into Mailchimp, triggering a dedicated multi-email sequence tailored to that specific trail — building interest with relevant detail instead of generic follow-up.
  3. Keep lead costs low while quality stays high — Conversion campaigns were built to generate strong lead volume at a low cost per lead, with the quiz and nurture sequence doing the work of qualifying and warming leads afterwards.
  4. Let the funnel do the selling — By the time a warmed, trail-matched lead was ready to book, most of their questions had already been answered through the nurture sequence.

Results