The glow of Nights of Lights draws millions of visitors to St. Augustine each year, turning the nation’s oldest city into a must-see holiday destination. For Historic Tours of America, this annual surge in tourism is both an opportunity and a challenge. For 32 years, their Old Town Trolley Tours have played a crucial role in that success, helping visitors experience the city’s history and seasonal magic firsthand. Their Old Town Trolley Nights of Lights tour had become a local favorite, but increasing competition meant they needed more than tradition to stay ahead.
BlackDog Advertising was brought in to answer one critical question. How do you make sure your tour website is the one people find, trust, and book when so many other options are competing for attention? The answer started with a clear strategy, supported by the right tourism website design, smart tour marketing, and a focused holiday marketing plan built for seasonal success.
Competing in a crowded digital landscape
As Nights of Lights gained popularity, the digital landscape became increasingly competitive. Potential guests were finalizing their travel plans online, often before arriving in St. Augustine. The Old Town Trolley Nights of Lights tour needed to rise above the noise and reach travelers early in the planning process. In order to succeed, the tour had to feel like a holiday tradition worth prioritizing, not just another festive option among many.
A dedicated tour website built to perform
To capture more digital visibility during the peak season, BlackDog Advertising developed a dedicated tour website for the Nights of Lights tour. While this strategy is not always the best fit for seasonal offerings, strong demand and a high volume of pre-sales made it the right choice. A standalone site provided more control over content, experience, and conversion paths, helping turn interest into bookings.
The first step was keyword research. We looked closely at what people search for when planning Nights of Lights trips and identified valuable long-tail terms. These keywords were assigned to the new website, while broader, year-round search terms remained on the main Old Town Trolley site. This separation helped both sites rank effectively without competing with each other. It also allowed each platform to support a distinct role within the overall tour marketing strategy.
This new site became a space to implement focused holiday marketing and apply proven tourism website design principles. Every element was created to support the user experience. From layout and visuals to messaging and calls to action, the design helped guide users toward booking while reflecting the energy and excitement of the experience. It also served as a platform to carry out more intentional tour marketing campaigns tailored to the season.
Visibility and sales growth that lasted beyond the season
- A central hub for Nights of Lights tour details
- A year-round shopping experience for seasonal events
- A visual design that mirrored the tour and encouraged trust
- A travel guide built to support seasonal search and holiday marketing
Results that lit up bookings
After launch, the new tour website quickly began delivering results. Designed with tourism website design best practices, it made it easier for guests to find what they needed and feel confident booking their trip. The performance shows how the right online experience can turn interest into action:
- 119 percent increase in total organic search impressions for Nights of Lights related terms
- 31 percent increase in total organic search website sessions
- 73 percent increase in total website sessions
The tour website helped increase visibility, attract more qualified traffic, and convert holiday interest into real bookings. For BlackDog Advertising, it confirmed how important the right digital tools are in a competitive season like Nights of Lights. A thoughtful tour marketing approach helped deliver results that lasted beyond the holidays.
What this means for travel brands
At BlackDog Advertising, we believe most bookings are won or lost online. That is why everything we create is built to connect with guests early and make it easy for them to take the next step.
This case study highlights what a focused tour website can do when it is supported by strong strategy and clear goals. By building a space just for the Nights of Lights tour, the brand was able to stand out during one of the busiest times of the year. The dedicated site gave guests the information they needed and helped guide them toward booking. It also made room for SEO-rich holiday marketing content that could grow over time.
With the right tourism website design, even a seasonal event can become a long-term digital asset. If your brand is ready to improve online performance and bring in more direct sales, BlackDog Advertising is here to help.
Illuminate your brand’s potential
The success of this campaign shows what’s possible when strategy, storytelling, and smart design all work together. A strong tour website supported by clear, intentional tour marketing helps guests find your brand, feel confident in what you offer, and choose to book directly. For more than 32 years, Historic Tours of America has played a vital role in the success of Nights of Lights and in bringing visitors from around the world to experience the charm of St. Augustine. This long-standing presence has helped shape the event into one of the city’s signature attractions while contributing to the destination’s ongoing growth.
If your next holiday marketing push needs stronger performance or your current site is not supporting your goals, BlackDog Advertising can help. With the right tourism website design and a plan focused on increasing direct bookings, your travel brand can reach more guests and grow long-term.
