PROOF OF CONCEPT

MONTGOMERY
WHITEWATER

Objective:

Audience Strategy

Result:

Real people, real ROI

PROOF OF CONCEPT

MONTGOMERY
WHITEWATER

Objective:

Audience Strategy

Result:

Real people, real ROI

PROOF OF CONCEPT

MONTGOMERY
WHITEWATER

Objective:

Audience Strategy

Result:

Real people, real ROI

Montgomery Whitewater had the destination, the rafting, the adventure, the reason to come back twice. What they didn’t have was a clear picture of who was already primed to visit, and how to reach them without wasting a dollar on someone who’d never book a trip.

Montgomery Whitewater had the destination, the rafting, the adventure, the reason to come back twice. What they didn’t have was a clear picture of who was already primed to visit, and how to reach them without wasting a dollar on someone who’d never book a trip.

THE CHALLENGE

THE CHALLENGE

Other destination brands market to everyone in a radius and hope the right people notice.


Montgomery Whitewater needed something sharper.


The audience wasn’t one group, it was two. The local paddler fifteen minutes down the road and the traveler willing to drive a few hours for the right thrill. Reaching both meant going past broad targeting and into the data: who actually looks like a Montgomery Whitewater guest, where do they live, and what will get them off the couch and into a raft.

Blu’s job wasn’t to guess. It was to find the real people already inclined to say yes.

Blu’s job wasn’t to guess. It was to find the real people already inclined to say yes.

THE THINKING

THE THINKING

Our analysis compared Montgomery Whitewater’s existing customers against real, person-based data to build a Brand Preference Index Score across the surrounding trade area. That score surfaced three segments worth chasing:

Wealthy Single Splash Seekers

Child-Free Affluent Adventurers

Prosperous Parent Paddlers

Wealthy Single Splash Seekers

Child-Free Affluent Adventurers

Prosperous Parent Paddlers

From there, real customers and prospects were mapped across key markets (Birmingham, Huntsville, Tuscaloosa, Auburn, Montgomery, the Wiregrass area, and Mobile) then split by drive time to separate true locals from travelers worth reaching further out. Each audience was activated across Meta, Display, email, and direct mail, all pointed back to a custom landing page.

THE WORK

THE WORK

17,565,861

IMPRESSIONS

698,248

SOCIAL ENGAGEMENTS

27,117

SITE CLICKS

Activities and events ads pulled CTRs between 0.32% and 0.56% — well clear of the 0.16%–0.20% industry benchmark. Customers returned a 25:1 return on ad spend (ROAS) locally and 11:1 for travelers. Even new prospects converted at 2:1. The data didn’t just prove the strategy worked. It gave Montgomery Whitewater a map for exactly who to chase next.

THE VERDICT

THE VERDICT

“

From day one, blu has elevated our work in ways that are both measurable and meaningful. Although we’ve partnered for less than a year, their strategic insight and collaborative mindset have already made a clear impact. They’ve quickly become an extension of the Montgomery Whitewater team, trusted partners who help us reach new audiences while staying true to who to our brand. We’re excited to continue growing this relationship and to see where their expertise takes Montgomery Whitewater next.

From day one, blu has elevated our work in ways that are both measurable and meaningful. Although we’ve partnered for less than a year, their strategic insight and collaborative mindset have already made a clear impact. They’ve quickly become an extension of the Montgomery Whitewater team, trusted partners who help us reach new audiences while staying true to who to our brand. We’re excited to continue growing this relationship and to see where their expertise takes Montgomery Whitewater next.

From day one, blu has elevated our work in ways that are both measurable and meaningful. Although we’ve partnered for less than a year, their strategic insight and collaborative mindset have already made a clear impact. They’ve quickly become an extension of the Montgomery Whitewater team, trusted partners who help us reach new audiences while staying true to who to our brand. We’re excited to continue growing this relationship and to see where their expertise takes Montgomery Whitewater next.

”

JASON WILSON, FORMER MONTGOMERY WHITEWATER EXECUTIVE DIRECTOR