Scope Media
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Case Study

Monarch Pursuits

Launching a brand new tourism brand – owned by All Black Luke Romano – to the world.

The Goal

As a new business, Monarch Pursuits was completely unknown as an inbound tourism operator.

We wanted to change this by positioning Monarch as the only, truly premium provider of the best hunting, fishing and heli-skiing experiences in New Zealand to the wealthy discerning international traveller.

We needed to raise awareness New Zealand-wide to help build brand trust and credibility for SEO. But ultimately, we needed to reach international audiences who will become the Monarch customer. Using Luke Romano as a major USP, this one-of-a-kind tourism offering was positioned to appeal to the HNWI’s desire for rarity and exclusivity.  

Scope Media managed the NZ media relations to launch the story – preparing relevant information for media and creating tailored pitches for a variety of media channels.

This campaign launch was so successful – the story was picked up in major national media outlets, including Seven Sharp, Sunday Star Times, Sunday News, Newshub, Kia Ora, Newstalk ZB Breakfast with Mike Hosking and industry publications including Rod & Rifle.

In addition, Scope Media managed the digital marketing to get Monarch’s brand awareness out to the world.

The Results

  • Within the first week of launching Monarch Pursuits, we achieved 13 earned media stories, with a potential reach of 645,000.
  • Our targeted media pitches to long-lead media continued to feature in the four months following the launch.
  • The campaign attracted 664 Enquiries from both local and overseas markets within the first 3 months.
  • 92% of Enquiries were a direct result of Paid Advertising managed by Scope Media, as tracked by Google Analytics.
  • The monthly average Enquiries per month increased by 180% when comparing Month 1 to Month 3 of activity, as a result of ongoing monitoring and optimisation.
  • The digital marketing campaign attracted 664 Enquiries from both local and overseas markets within the first 3 months.
  • 92% of Enquiries were a direct result of Paid Advertising managed by Scope Media, as tracked by Google Analytics.
  • The monthly average Enquiries per month increased by 180% when comparing Month 1 to Month 3 of activity, as a result of ongoing monitoring and optimisation.
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Client
Monarch Pursuits
Collection
Communications Strategy
Digital Marketing
Media Relations