How BC Wilderness Academy Redefined Backpacking Exploration
Discover how BC Wilderness Adventures transformed wilderness exploration through innovative strategies, leading to sold-out programs and ecstatic client testimonials, empowering adventurers to confidently navigate the untamed backcountry.
About the Client
BC Wilderness Adventures, headquartered in Squamish BC, is an innovative adventure travel company aiming to transform the wilderness exploration experience. Recognizing the limitations of conventional backpacking and the yearning for more immersive, skill-building adventures, they sought to redefine the industry.
The Challenge
DIY Backpacking vs. Guided Wilderness Experiences
In an effort to keep costs low, backpackers research trip and trail options, purchase the cheapest equipment, and organize transportation themselves. By taking this DIY approach, they not only limit themselves to pre-canned outdoor experiences overrun with selfie-hungry crowds, but also miss out on acquiring the necessary skills to adventure safely in the backcountry.
Together, we evaluated the marketplace and conducted qualitative and quantitative customer research using surveys, incentives and email marketing. Then armed with our newly acquired customer insights, we created and marketed a new unique product offering different from anything else that existed on the market.
The Solution
Unique Backpacking Adventures
The Results
Transforming Wilderness Exploration a
The outcome was a premium, guided wilderness experience, emphasizing off-trail exploration and skill enhancement. Leveraging advanced Facebook and Instagram marketing tactics, the company attracted prospective clients at an impressive $1.59 per lead. A strategic blend of email and social media marketing culminated in an astounding 835% return on ad spend. The program received overwhelming demand, selling out and receiving acclaim from clients for transforming their wilderness capabilities.
Below is a testimonial from one of their clients:
“Before this trip, my husband and I had done a few overnight backpacking trips, but only on well marked and well used trails without any sections labelled as “route”. We were too unsure to go too far or on less well known trails in case we got lost, and avoided routes in case they were too technical.
Now we have no concerns about any of those things (or rather, reasonable concerns that can be managed using our newly acquired knowledge and skills). This trip has given us deep confidence in our trip planning, map reading, route finding, and technical walking abilities (not to mention some bonus glacier travel skills as well!). We feel ready to venture out on longer and less well known trails and routes, and to find our own way navigating off trail.
For me personally, the trip was so rewarding because I went from a place of fear (fear of not knowing what was around the next corner or over the next ridge; fear of exposed slopes; fear of wild animals; fear of not being able to do it) to a place of excitement to see what comes next and confidence that I could do it. I can’t thank Nick enough for organizing and Dave for his calm and patient guiding and guidance. I would do it again in a heartbeat and recommend it to anyone looking to take their wilderness backpacking to the next level!”
- Megan & Hugh Coyle
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