Tourism Marketing Transformation
A complete marketing system for tourism operators, built in one engagement. The strategy, the films, the photography, the website route and the email engine that turns attention into direct bookings.
Almost every operator we meet has already done the hard part. They have built something people travel for and talk about afterwards. What is missing is any way for a stranger to know that before they arrive.
That gap does not close by posting more or spending more. It closes by deciding what the business is actually selling, making the proof that shows it, and building the route that carries a stranger from first glimpse to confirmed booking.
That is the whole of this program, done in that order, once.
Three stages, always in this order. How much each one involves depends on your business.
Stage one
We diagnose the business before anything gets made. Who books, why they hesitate, what the competition looks like, and which commercial priority matters most this season. Tracking goes in at the start, so there is a real before to measure against.
You finish this stage with a written marketing plan: the positioning, the audiences, the messages, the funnel, and the numbers we will hold the work to.
Stage two
We make the films, photography and proof the plan calls for. Every shot has a job before a camera comes out, and every asset is built to answer a question someone asks before they book.
One production period produces the whole library: the film that sells the experience, shorter cuts for the pages where people decide, vertical versions for social and paid, and a photography bank that carries the website, the listings and the next two seasons of content.
Stage three
Attention is worth nothing until it has somewhere to go. We put the work where the decision happens: the pages people land on, the booking path they follow, and the capture that holds the ones who are not ready yet.
Then we launch it. Campaigns timed to your booking window, an email engine that turns interest into direct bookings on a list you own, and reporting that tells you where the inquiries came from.
Built around your season.
Baseline, audit and the marketing plan. Funding applications are submitted at the start.
We shoot while your experience is running and your guests are there, in as few visits as the plan allows.
Edit, website route, email engine, brochure. Everything assembled and live before the booking window opens.
Campaigns run through the months people actually decide. Then we compare the season to the baseline and make recommendations on what comes next.
Where a Transformation starts in your calendar depends on when you come to us and when funding is confirmed. We will map the real dates on the discovery call.
Program investment
$20,000–$25,000
Depending on the scope the plan calls for.
What a fully funded operator pays
$8,500–$11,000
Plus applicable taxes.
The Transformation is deliberately structured to qualify for Atlantic Canadian funding programs. For an operator who qualifies for the full funding available, that brings a program of this scale within reach of most tourism and hospitality businesses.
We have extensive experience applying to these funding programs and have taken many operators through the process. Helping you build the application is part of the engagement.
Figures are typical and depend on the scope your plan calls for. Funding eligibility depends on each program's criteria, approval and available budget. Nothing here is a guarantee of funding.
Three businesses, three different starting points.
Six years from bare ground to a listing alongside the Michelin Guide, Tablet Hotels and Mr & Mrs Smith.
A culinary residency that had stopped selling, filled to viability in six weeks.
The live lab, where we run this method on a business we operate ourselves.
If yours is not here, bring it to the call.
Time in the planning stage, access during production, and honest answers about how the business really works. We handle the rest. Most of the demand on you lands in the off season, which is deliberate.
You receive a broad, perpetual licence to use everything we make for your business, across any channel, with no expiry. We retain the copyright and the raw footage so we can keep working from the library in future seasons.
In practice this means you can use the work anywhere you like, for as long as you like, and never need to ask.
Production outside the province is possible, though the funding programs that make the Transformation affordable here generally are not available to you. For most operators outside Atlantic Canada the Tourism Growth Audit is the better starting point. It gives you the plan and the priorities, and you execute it yourself or with your own people.
No. Bookings depend on your pricing, your availability, how fast you answer inquiries and a dozen other things outside our control.
Here is what we do commit to. Your marketing will look and feel as compelling as the experience you have built. And you will have a measurable before and after, because tracking goes in at the start and at the end of the cycle we show you what moved, including the parts that disappointed us.
You own a complete system and you are free to run it yourself. Many operators do.
If you would rather we kept running it, the Rugged Rock Growth Partner picks up where the Transformation ends: regular content, campaigns timed to your booking windows, reporting, and a monthly call where I walk you through the numbers.
This program is designed to maximise the return for operators who need the full transformation, where the marketing has to catch up with the experience.
If your budget is smaller right now and you want to get moving, start with the Tourism Growth Audit, or book a discovery call anyway. We are happy to look at what we can build with the budget you have.
Your guests already know how good you are. The work is making sure the people planning their trip do too.
On a discovery call we will talk about where the business is, what the season looked like, and whether a Transformation is the right next move.
