Clicks and Conversions: Campaign Success for The Adventures Group

The Adventures Group is the world’s premier leader of adventure tours and services, specializing in adventure and luxury tours in Latin America and the Caribbean since 1995. The experiences they offer are off the charts, but their visual identity needed leveling up. The Adventures Group came to Metajive to help elevate its brand while expanding its customer base.


While The Adventures Group offers world-class tours, they lacked a sophisticated ecosystem for campaigns. They came to us looking to reach new potential customers, segment existing customers in order to serve targeted campaigns, and elevate their brand to have a more editorialized travel aesthetic that would stand out from the competition. They decided to use their 2021 Black Friday campaign to kick off the new direction.


We needed to consider both their new visual identity – introducing new font types, colors, and grid alignment that wasn’t being used before – as well as create an automated workflow within HubSpot that would lead to greater conversions. Just like a modern web experience relying on components to help streamline page building, we took the same approach to the Black Friday campaign by building dynamic modules in each email. 


We created a set of foundational building blocks and typography styles that could be mixed and matched in countless ways to create new emails that didn’t require developer or designer support in the future. In parallel, we took a simplistic and digestible design approach when re-building their checkout experience. 

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Our team got to work building a Date-Based Workflow to execute their 2021 Black Friday email campaign. It was set up to enroll thousands of contacts and segmented contacts by travel locations they had previously visited. This way, we were able to offer email subscribers relevant offers based on known interests. By retargeting existing customers (or those who didn’t complete an order), we were able to strategically send them follow-up emails pushing them to complete their order with a gentle reminder. By customizing the decision tree per user, we are able to customize each reminder email to the recipient and upsell them on opportunities and events they didn’t purchase while on their adventure.

Project Results

Our HubSpot integration allowed The Adventures Group to increase its revenue by over 30% from the previous year. We saw a significant increase in open and click rates with the following metrics: English: 6.2% CTR and Spanish: 10.7% CTR. In total, the email campaigns generated over 2,500 interactions and generated $1.2 million in tours booked. These marketing emails were developed through HubSpot with a focus on modular components so The Adventures Group can reuse the format for all their email needs. We also designed an entirely new checkout e-commerce experience and created a fresh brand identity that reflects the quality of tours they offer.

At Metajive, our mission is to Create Great Experiences, so being able to help a company that makes great travel experiences succeed was a double win.
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