AI Agents for Growth
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$100m+
147k+
90%
CASE STUDY
Cook Islands
Through a full-funnel digital marketing strategy powered by HubSpot, Cook Islands Tourism has built one of the most sophisticated tourism marketing operations in the Pacific, reaching millions of travellers across Australia and New Zealand with precision-targeted campaigns that consistently outperform industry benchmarks.
Overview
Cook Islands Tourism is the official destination marketing organisation for the Cook Islands, responsible for inspiring and converting travellers from key markets including Australia and New Zealand. With a diverse audience to reach, from luxury travellers to adventurers and families, they needed a centralised platform to manage campaigns, track performance, and build lasting relationships with potential visitors.
Since partnering with Digital Stand in 2024, Cook Islands Tourism has transformed their digital marketing operation, implementing HubSpot as their central platform for email marketing, landing pages, CRM, and campaign analytics with measurable results across every channel.
PROJECT
Cook Islands Tourism needed a scalable, centralised digital marketing system to reach and convert travellers across the Australian and New Zealand markets.
WHAT WE DID
We implemented HubSpot across email, landing pages, paid media, and CRM, building an always-on marketing engine that reaches millions of travellers and drives measurable engagement.
TIMELINE
Ongoing partnership since 2024, with campaigns running continuously across AU and NZ markets.
Key Challenges
01.
Reaching the Right Audiences at Scale
Targeting distinct traveller segments including luxury, adventure, families, and general consumers, across two markets required a sophisticated and coordinated campaign approach.
02.
Fragmented Marketing Activity
Without a centralised platform, managing campaigns, tracking performance, and maintaining consistency across channels was complex and time-consuming.
03.
Measuring What Was Actually Working
Limited visibility into campaign attribution made it difficult to understand which activity was driving genuine travel interest and conversions.
Process
We implemented HubSpot as the central platform for all of Cook Islands Tourism's digital marketing activity, bringing together email campaigns, landing pages, CRM, and performance reporting into one connected system. Always-on campaigns were built for each key audience segment (consumer, luxury, adventurer, and family) across both the Australian and New Zealand markets, ensuring Cook Islands remained front of mind throughout the entire traveller decision-making journey. Paid media campaigns were layered on top to drive traffic into the funnel, with landing pages optimised to capture interest and grow the contact database. With full attribution tracking in place, the team gained clear visibility into what was working across every channel and campaign, enabling continuous optimisation and smarter investment decisions.
Our Solutions
Cook Islands Tourism needed a partner who could operate across the full marketing funnel from strategy and campaign build through to execution and optimisation. Digital Stand delivered an integrated system that runs continuously, reaches the right audiences, and generates measurable results across both markets.
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HubSpot CRM Implementation
We implemented HubSpot as the central platform for managing contacts, campaigns, and performance data — giving the Cook Islands Tourism team full visibility across all marketing activity in one place. -
Email Marketing & Campaign Management
We built and managed an extensive email marketing program across AU and NZ markets, sending over 2 million emails across 191 campaigns and consistently achieving open rates well above industry benchmarks.
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Always-On Landing Pages
We created and managed always-on landing pages tailored to distinct traveller segments — consumer, luxury, adventurer, and family — across both markets, driving continuous enquiry capture throughout the year.
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Paid Media Campaigns
We planned and managed paid media campaigns across AU and NZ to drive high-intent traffic into the funnel, targeting travellers at every stage of the decision-making journey and feeding results back into HubSpot for full attribution.
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Performance Tracking & Reporting
Custom dashboards gave the team real-time visibility into email performance, landing page conversions, and campaign results, with benchmarking against industry standards to continuously measure and improve.
With Digital Stand's tailored HubSpot solutions, Cook Islands Tourism achieved over 2 million email deliveries, a 46% increase in open rates, and an email program that consistently outperforms the industry benchmark, setting a new standard for destination marketing across Australia and New Zealand.
Results That Speak for Themselves
Digital Stand's HubSpot implementation delivered clear, measurable impact across all campaigns and markets for Cook Islands Tourism.
Emails Delivered
Over 2 million emails sent across over 190 campaigns to traveller audiences in Australia and New Zealand.
Email Open Rate
Ongoing optimisation of email campaigns delivered a 46% improvement in open rates compared to the previous period.
Industry Benchmark
Cook Island's email open rate significantly outperforms the Travel & Tourism industry benchmark, rated "Excellent" by HubSpot.
Campaigns Managed
190+ always-on and seasonal campaigns running continuously across AU and NZ consumer, luxury, adventurer, and family segments.
"Mat at Digital Stand is a true HubSpot expert, and his guidance has been invaluable in helping me fully understand the platform's capabilities. Thanks to his expertise, I can now maximise the features we're subscribed to, ensuring we get the most out of our investment. He has been incredibly supportive, particularly in data management and eDM performance, both of which are key areas of my role. Mat's data-driven approach, combined with his genuine passion for helping clients succeed, makes him an outstanding resource for anyone looking to optimise their HubSpot account."
Strategy ManagerCook Islands Tourism
A Marketing Engine Built for the Long Game
By implementing HubSpot across the full marketing funnel and building always-on campaigns for every key audience segment, Cook Islands Tourism now has a scalable, data-driven marketing operation that reaches millions of potential visitors and consistently outperforms industry benchmarks. The result is a destination marketing program that compounds over time, building awareness, capturing interest, and converting travellers across two of the most competitive tourism markets in the region.
2M+
Booking enquiries
46%
Increase in open rate
35.5%
Open rate vs 24.5% benchmark
190+
Campaigns managed