CLIENT: Nantahala Outdoor Center
Nantahala Outdoor Center, or as they’re known to paddlers and outdoor recreationists across Western North Carolina, simply NOC for short.
WHAT DO THEY OFFER?
Churning, roiling whitewater adventures by guided tour and solo excursions for the more advanced. A full retail center. Multiple locations. Ziplines. Hiking. They’re a family-oriented recreation hub with highly trained guides and experts that help your family have a great time in the Great Outdoors.
THE ELEMENT EFFECT:
NOC hadn’t ever engaged an advertising firm, so they weren’t exactly sure what to expect from Element Advertising when we began working with them in 2015. As we traditionally do, we rolled up our sleeves and, as good scientists insist, began with research we collaborated on with Magellan Strategy Group. From what we learned, we were able to define our target as “The Old Man and the Sea,” or likely an “active Dad” target who wanted to expose his kids to wholesome, outdoor adventures. Each year of our engagement we came up with multiple campaigns that were tested for maximum efficiency through careful monitoring, and then re-weighted within the media buy against the target. We were scientific, nimble, and very creative. And that produced some great results!
STATS + HIGHLIGHTS:
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.