Summit Escape Kelowna
Kelowna, BC, Canada
Tourist bookings up 200% in peak season in wine country
White-label client — name changed to protect our agency partnership. Results are real and verified.
[ THE CHALLENGE ]
Summit Escape sits in Kelowna, BC. Wine country. Beautiful in summer, quiet in winter. Their business follows the same pattern: packed July through September when tourists flood the Okanagan Valley, then a steep drop from October through March. They were spending the same ad budget year-round, which meant overspending in winter (when nobody is searching) and underspending in summer (when demand peaks). They also offer VR experiences alongside escape rooms, but their ads made no distinction between the two.
[ OUR STRATEGY ]
We built a seasonal budget strategy. Summer months (June to September) got 60% of the annual budget. Winter months got 20%. Spring and fall split the remaining 20%. For summer, we targeted tourist-specific keywords: "things to do in Kelowna," "Kelowna rainy day activities," "Kelowna family activities." We created separate campaigns for escape rooms and VR experiences so each product had its own messaging and landing page. During winter, we shifted focus to local keywords and team building to maintain a baseline of bookings.
[ THE RESULTS ]
[ CAMPAIGN BREAKDOWN ]
[ TIMELINE ]
Mapped 3 years of booking data to identify seasonal patterns. Built budget allocation model. Separated escape room and VR campaigns.
Tourist-focused campaigns went live. "Things to do in Kelowna" keywords dominated. Landing pages matched tourist intent.
Tourist bookings up 200%. Added ad scheduling for evening hours (when tourists plan next-day activities). Increased budget for top performers.
Seasonal budget model running on autopilot. Summer peaks, winter maintains. 7x ROAS annually.
“We used to dread winter. Now we have a system that maximizes summer when tourists are here and keeps the lights on during the off-season. The tourist keyword strategy was something we never thought of. Turns out people Google "things to do in Kelowna" a lot when they are on vacation.”
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