Our mission: To drive traffic to Nantahala Outdoor Center (NOC) as a true recreation destination, chiefly for whitewater and zip line attractions revenue, but also in support of their retail, restaurants, and accommodations.

THE CHALLENGE. Though NOC enjoys good name recognition among recreational targets, they had never engaged an advertising firm prior to Element. We began working with them in 2015, with the mission to help them drive summer bookings for their main attractions, guided whitewater excursions, and zip line adventures. After a lot of target and media research (in collaboration with Magellan), we pinpointed our target as a highly educated, affluent, 40-ish urban “Dad” who had a couple of kids still in the house, and who was seeking some fun, family adventures everyone could enjoy.

Online revenue (year over year): 2014 over 2013: +20.1%. 2015 over 2014: +18%. 2016 over 2015: +43%.
Wash. Rinse. Repeat. NOC. Nantahala Outdoor Center. Book now.
There's the way you'll remember the river. And the way your kids will. Whitewater rafting advetnures at Nantahala Outdoor Centerare afternoons you and your kids won't soon forget. Even if you remember them a little differently. Book your whitewater adventere today: 828-785-5110 noc.com

THE SOLUTION. It was clear this target exhibited high digital media usage and patterns; thus, our media and creative strategy netted out into several digital banner campaigns touting the beauty and fun of having zip line and whitewater adventures with NOC. After doing some “A/B” testing, we focused on the campaign that Google Analytics and WebTrends suggested was pushing the greatest amount of traffic to NOC.com and put the bulk of our media dollars there.

THE RESULTS. Our 2015 campaign was wildly successful, helping NOC realize a newly established 50-year record in terms of guests and revenue. Further, we helped them realize an additional 18% in online revenue. We are on par to surpass 2015's success in 2016 despite declining seasonal visitation to Western North Carolina.

50 year record in guests + revenue.
Re | Research Ms | Media Services De | Design Ic | Integrated Campaigns Bc | Branded Content

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