Glacier Country

Glacier Country

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How Glacier Country Reached New Digital Heights

Glacier Country, one of the most beautiful spots in New Zealand – and the world – partnered up with Abstract Digital to attract more visitors. Together, we explored ways to convert digital wanderers into real-life visitors.

website visits in 2 months
0 mil
ad impressions across Facebook, Instagram & Google
competition entry submissions


The Client

Glacier Country is a hidden gem in New Zealand’s backyard. Located on the West Coast of the South Island, it’s home to some of the world’s most magnificent untamed natural wilderness. Visitors get to explore Franz Josef Glacier, Fox Glacier, Lake Matheson, Ōkārito and Whataroa, against a backdrop of New Zealand’s highest peaks, Mount Cook and Mount Tasman. From scenic flights to glacier hikes, wildlife tours, private hot tubs and plenty of bars and restaurants, there’s something for every type of adventurer in Glacier Country.

“Glacier Country Tourism Group have been working with Steve and the team at Abstract Digital for 2 years now, he has done an excellent job with our SEO and campaigns. For this summer campaign we wanted to get out in front of the domestic market and make an impact in a time when people were considering their summer holiday destination, we also wanted to build up our database. Steve put together a well thought out professional plan, he communicated results to us regularly and we were ecstatic with the results. Steve is now helping us out with an email strategy to our database we have starting building with this campaign.”

Claire Hunt - Marketing Lead


The Objective

At a time when overseas travel is still a little less accessible than we’re used to, Glacier Country wanted to capture the interest of the Kiwis keeping their holidays local. The West Coast of the South Island is an incredible place – the goal was to increase awareness of everything it has to offer and ultimately to persuade audiences to visit this part of the country.


The Approach

Introducing the Summer Roadie Campaign.

We wanted to show New Zealanders they could bag an epic getaway without leaving our shores. So we put together two package giveaways – one for Fox Glacier and one for Franz Josef. Winners of the competitions would be able to take a quad bike tour and sunset helicopter ride, go on beautiful hikes, and chill out at a private spa and restaurants in the area. We made sure it was a giveaway not to be missed and once we’d put it out into the world, hype grew naturally throughout the online community.


Mapping Out The Customer Journey

Outlining the customer journey was an essential starting point. To define how this might look, we leveraged interest and website data, using this to create awareness and sell the beauty of the region throughout the consideration stages. The aim was to deliver the most effective messaging at various times, and to capture the conversion at the end of the digital customer journey.

To achieve this, we used Facebook and Instagram Ads, Google Display and Google Search, organic social media and a targeted landing page.



The Summer Roadie Campaign lasted for two months, and this was all we needed to pull in just under 5000 giveaway entry submissions.

These entries were a result of 4.2 million impressions of ads across Facebook, Instagram, Google and Google’s Display Network. Within the two months, we achieved just shy of 20,000 website visits for Glacier Country.

The client’s Facebook and Instagram pages saw a combined reach of over 700,000 along with an increased total follower count of nearly 10,000.

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