How Azira and Sealink Reached High-Intent Travelers and Drove 2K+ Visits Across Australia
Key Insights:
Business Challenge:
To strengthen demand, Sealink needed to attract more interstate travelers while moving away from broad, inefficient advertising tactics that weren’t converting into real visitation.
Solution:
Sealink partnered with Azira to target high-intent travelers, launch a digital ad campaign, and measure results across Australia through real-world attribution.
Results at a Glance
Situation
SeaLink Marine & Tourism is part of Kelsian Group Limited (Kelsian), Australia’s largest integrated multi-modal transport provider and tourism operator, has been helping people discover Australia since 1970.
To support their vision, SeaLink sought to engage travelers already in market, showcasing how they could enhance a traveller’s trip by seeing more of a destination with a SeaLink experience. They looked to target interstate travels in close proximity, inspiring them to take the short trip from Hobart to Bruny Island, join the Tiwi by Design day tour from Darwin to experience Tiwi art and culture, or see Sydney's Vivid festival from the water with Captain Cook Cruises.
Challenge
Sealink needed a more precise way to identify high-intent travelers and focus media spend where it would drive bookings and real-world visitation. Each campaign required unique, customized targeting, making a one-size-fits-all approach ineffective.
Solution
Azira delivered a precision-driven targeting and measurement solution tailored to each campaign, building bespoke audiences by identifying interstate travellers seen in close proximity to the SeaLink experiences. Each campaign received hyper-local targeting to reach high-intent travelers and improve media efficiency. On the measurement side, tracking pixels were deployed to capture view-through and ticket sale conversions for online bookings, while real-world footfall analysis showed visits to Bruny Island and Captain Cooks Cruises after ad exposure.
Results
Across Bruny Island, Tiwi by Design day tour, and Captain Cooks Cruises, Azira drove measurable outcomes that highlighted the effectiveness of the campaigns:
- Strong reach and steady top-of-funnel engagement across all campaigns.
- Significant uplifts in organic search YoY, signaling improved awareness and traveler interest.
- Delivered 1,962 attributed visits for Bruny Island (12:1 ROAS), 347 attributed visits for Captain Cooks Cruises (13:1 ROAS), and an 8:1 ROAS for Tiwi by Design.
- In the final month, exposed audiences were:
- 36% more likely to visit the Bruny Island website.
- 34% more likely to visit the Tiwi by Design website compared to control groups who met criteria but were not exposed to ads.
- 36% more likely to visit the Bruny Island website.
With Azira, SeaLink was able to focus on high-intent audiences, resulting in more effective digital ad campaigns and measurable increases in visitation.
SeaLink plans to continue leveraging Azira’s precise targeting and attribution to optimize future tourism campaigns.