When New Zealand’s most iconic adventure brand needed to hit a board-mandated target of survival in an industry collapse, Insight Online helped transform their website into the #1 sales channel. Today, the site generates over half of total revenue, and continues to grow.
Intro
AJ Hackett Bungy New Zealand is an iconic Kiwi adventure tourism brand. Few brands carry the same thrill and recognition as this company. Known worldwide for pioneering bungy jumping and adventure tourism, it has defined New Zealand as the ultimate thrill-seeking destination. However, when the COVID-19 pandemic hit, the adventure industry faced a cliff dive of its own. International borders closed. Tourism numbers plummeted. Even after reopening, New Zealand’s government and tourism boards shifted messaging to promoting the country as a place of rest, relaxation, and “wellness travel” instead of adventure. For a brand built on adrenaline, it was a brutal headwind.
For Heather Cosentino, Digital Marketing Manager, the mandate was survival: keep majority revenue flowing directly through their own channels, and keep the business alive in an industry many predicted would collapse.
"The board set a goal: 85% direct revenue. The website had to deliver.”
- Heather Cosentino
The Challenge
Post-COVID, AJ Hackett Bungy NZ needed to rebuild sales funnels almost from scratch. While AJ Hackett Bungy NZ had an in-house marketing team, scaling their Google Ads, SEO, and website optimisation was difficult. The tools were complex, the bookings system (IBIS) needed seamless integration, and every dollar had to be justified. Their website was the number 1 sales channel, but holding onto that performance while tourism slowed to a crawl was a massive challenge.
- The adventure tourism industry was shrinking, with competitors cutting prices just to stay afloat.
- Tourism NZ’s marketing emphasis had shifted away from adventure, reducing visibility.
- AJ Hackett Bungy’s in-house marketing team needed support to maximise every dollar.
In short: success was no longer about growing year-on-year - it was about not losing ground.
The Solution
Insight Online stepped in as a proactive partner during one of the hardest periods for the business. Starting with Google Ads, Insight optimised spend to keep campaigns efficient under tighter margins. From there, the partnership expanded to:
- SEO optimisation - maintaining visibility in a shrinking search market.
- Website review & conversion optimisation - ensuring the booking journey was as smooth as possible.
- AI SEO initiatives - laying the groundwork for future visibility as AI-driven discovery tools rise.
- Support for sub-brands - Bungy NZ Ventures, Epic Shot, and other tourism experiences.
Heather valued Insight’s ability to adapt quickly, cut through complexity, and work seamlessly with booking system IBIS and other partners like Fracture.
“You just got stuck in. No fluff. Solutions-focused and experts in your fields.”
- Heather Cosentino
The Results
- 85% of revenue remains directly from their website and marketing channels - board target achieved and maintained.
- Stable year-on-year performance - holding steady despite an industry downturn.
- Optimised campaigns - ensuring every marketing dollar worked as hard as possible.
- Future-focused SEO and AI groundwork - positioning AJ Hackett Bungy for recovery when tourism rebounds.
Summary
For AJ Hackett Bungy NZ, “success” in this climate doesn’t mean explosive growth, it means stability and survival. Thanks to their partnership with Insight Online, the brand has maintained their revenue goals through their own marketing channels, safeguarded its position as New Zealand’s adventure icon, their digital presence is now streamlined, future-proofed for AI, and trusted by leadership, and now prepared for the day the market rebounds.
“Productive, seamless, and hugely successful - 100% recommend.”
- Heather Cosentino
