Summit Escape Kelowna
Kelowna, BC, Canada
Seasonal budget plan for a tourist-town venue with escape rooms and VR
White-label client, name changed to protect our agency partnership.
[ THE CHALLENGE ]
Summit Escape is in Kelowna, BC, wine country. Summer brings tourists to the Okanagan Valley, winter is quiet. They spent the same ad budget all year, which meant overspending when few people searched and underspending at peak. They also offer VR experiences, but the ads made no distinction between VR and escape rooms.
[ OUR APPROACH ]
We used their own booking history to build a seasonal budget model: more budget in the summer tourist months, less in winter, the shoulder seasons in between. Summer campaigns targeted tourist searches such as "things to do in Kelowna", "Kelowna rainy day activities" and "Kelowna family activities". Escape rooms and VR got separate campaigns and landing pages so each had its own message. In winter the focus moved to local keywords and team building.
[ WHAT WE SET UP ]
[ HOW THE WORK RAN ]
Mapped past booking data to find the seasonal pattern. Built the budget allocation model. Separated escape room and VR campaigns.
Tourist campaigns live with landing pages that match tourist intent.
Added evening ad scheduling, when tourists plan the next day, and moved budget to the best campaigns.
Budget follows the season: tourist focus in summer, local and team building in winter.
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