Using a contest-driven survey to increase bookings and align tours with customer demand.
Crossroad Tours faced challenges filling scheduled tour trips due to limited insight into customer preferences. Without clear data, tour planning was based on assumptions rather than actual market demand, resulting in lower booking rates and underutilized capacity.
Assumptions rather than demand led to underutilized capacity.
Needed to identify which experiences their audience was most interested in purchasing.
Serving communities across northern Indiana and southern Michigan.
Specializing in day trips, multi-day tours, and custom group transportation.
A contest-based lead generation and research campaign.
Partnered with Federated Media to execute a strategic contest around the Holland Tulip Time Festival. Participants entered to win a pair of tickets.
Incorporated survey questions on interest in sporting events, family day trips, and concert transportation/special events.
The two-week campaign included full email management setup, integrating participants into a structured monthly email marketing program.
Actionable insights and improved booking performance.
Total entries
Opt-in rate
(436 participants)
Sporting event interest
(765 people)
Family trip interest
(655 people)
Notably, the company launched a Chicago Cubs tour series that consistently sells out, leveraging the strong interest in sports event travel identified through the campaign.
Growth metric
436 marketing opt-ins now support ongoing email campaigns.
Crossroad Tours relied on clear insight into what types of trips resonate most with their audience. Let us help you find yours.