Waterworld Adventure Tours is a high-end photo safari tour company based in Innsbruck, Austria. The company specializes in unique, off-the-beaten path tours to the far corners of the globe. Trips have included Antarctica expeditions, swimming with humpback whales in the Caribbean, scuba diving in Lake Baikal and Cocos Island shark diving amongst many others. Waterworld’s clientele are typically wealthy, age 40-plus professionals from Germany, Switzerland, Austria and more recently China, where they have opened a new office. The guests are keen photo hobbyists, often traveling with tens of thousands of dollars of professional grade camera equipment and are looking for experiences that cannot be found anywhere else.
We were contracted to develop and provide media coverage and support for a new Canadian based photo safari, to photograph spawning salmon in the interior of British Columbia. The project required logistical planning, location scouting, transportation and securing of necessary permits. Additional activities, such as helicopter flights and custom First Nations experiences not available to the general public, were arranged, further adding to the exclusivity of these tours.
The project involved considerable PR and media production, by our team and by working with visiting journalists. It was decided early on that all trips would host professional media who would produce magazine, newspaper, online and video content. Media coverage was subsequently used in travel trade shows, social media and on the Waterworld website and made up the bulk of Waterworld’s marketing for these tours.
The Results
The high quality press that was produced generated a buzz amongst Waterworld’s key prospects, who wanted to come and create for themselves the same stunning images our pro team had produced. Growth in bookings for Waterworld’s salmon spawning trips exceeded 450% and are now sold out more than a year in advance.