MK.
Work

Beat 01 / Header & KPI hero

Commercial intelligence / Western Australia / Anonymized

On a stargazing tour, the stars ranked sixth.

A premium evening under the darkest sky in the country—priced like a premium, described like a bus. We took the tour, read every review, and audited the feeds. The problem was never the product. It was the story.

40+ yrs
Operating heritage—a moat
96%
Of praise names the guide
~10×
The category leader’s review lead

Beat 02 / The evidence & disconnect

The real product is the person at the front of the coach.

The headline attraction—stargazing—came sixth. The guide came first, by a mile.

“Our guide was like an encyclopedia of knowledge—everything WA, flora, fauna and the big sky. I found it an almost spiritual experience.”

Customer review

Beat 03 / The diagnosis

What’s working vs. what’s leaking.

What’s working
  • 40+ years of heritage no challenger can copy
  • Guides guests name, review after review
  • A sunset landscape called “alien” and “spiritual”
  • An authentic country-tavern dinner
What’s leaking
  • Features-first copy, like any coach operator
  • No named guides—the #1 review theme is invisible
  • The heritage story is buried, not leading
  • Stock-feel photos: land, no people, no story

Beat 04 / The playbook

Moves in order.

Prioritized by the evidence: stop visible leaks first, then compound the assets customers already value.

  1. 01
    Highest impact

    Rewrite the product story

    Lead with the evening—golden light, ancient formations, a sky with no glow—and move the fine print back to the fine print.

    Cost / ROI: Copy change · no production spend

  2. 02
    High impact

    Commission real photography

    Capture the guide with guests at golden hour, the dinner and star trails over the formations in one clear-sky departure.

    Cost / ROI: One shoot · six-month content backlog

  3. 03
    High impact

    Make the guides the face

    A meet-your-guide series makes the #1 thing guests praise the #1 thing the brand shows.

    Cost / ROI: Existing team · reusable across site and social

  4. 04
    Conversion

    Close the equipment gap

    A modest telescope kit closes the most visible gap against the category leader and re-earns the premium on every listing.

    Cost / ROI: Modest equipment investment · stronger premium cue

  5. 05
    Defensible moat

    Lead with four decades of heritage

    The same local family has driven people to the Pinnacles for 40+ years—a claim no challenger can copy.

    Cost / ROI: Existing asset · no incremental cost

  6. 06
    Compounding

    Build the review engine

    Send a single review link the same night after every tour so each departure becomes a booking signal for the next traveler.

    Cost / ROI: Automated follow-up · compounding trust

Anonymized public case study. Figures reflect the client’s reviews and competitive audit at the time of analysis.

More explorations

How I made it

TOOK THE TOUR

Went on it myself before reading a word about it.

EVERY REVIEW

Read the testimonials and the booking platform reviews, and counted what people actually praised.

THE FEEDS

Audited how the tour was being sold against what people said they got.