Tour de Vines

Two years of seasonal campaigns feeding one client's database — and a partnership still going strong. A multi-day cycling and wine touring operator running trips across Australia, Asia and Europe.

Category: Multi-Day Tours · Services: Meta Lead Generation, Always-On Remarketing, Seasonal Campaign Management

The challenge

A multi-day cycling and wine touring operator running trips across Australia, Asia and Europe had a strong email marketing and nurture system already in place, but needed a consistent, qualified stream of new leads to feed it. With departures across multiple regions and seasons — including fast-turnaround last-minute tours — the challenge was sourcing the right volume of leads at the right time to keep the database growing and campaigns performing.

Our solution

Big Head Digital built and ran seasonal Meta lead generation campaigns designed to feed the client's existing nurture programme rather than replace it — generating qualified leads across domestic and international tour dates, including short-notice Japan departures. Always-on remarketing was layered in to keep the brand top of mind between campaign pushes, while lead gen has continued to scale the client's database year on year.

Strategy

  1. Feed the database, not just the funnel — Rather than chase last-click bookings, campaigns focused on qualified lead volume, feeding an email nurture programme the client already trusted to convert over time.
  2. Go where the tours are — Lead campaigns ran across Australian, Asian and European tour dates — including quick-turnaround Japan departures — matching campaign timing to real-world availability and demand.
  3. Stay seasonal, stay sharp — Campaigns were rebuilt and refreshed each season rather than left on autopilot, keeping targeting and creative aligned to whichever tours and regions needed leads most.
  4. Keep the brand always on — Ongoing remarketing ran between active lead pushes, keeping the operator top of mind with past enquirers and past travellers alike.

Results