Cruising Towards Capacity

Navigating Rough Experiences

When handed over this client, they had a track-record of success in legacy lines but were struggling with their boutique adventures. Multiple new adventures had become available but navigation to those landing pages were at historic lows. Having experienced multiple specialized cruises, including one to Antarctica, I immediately knew how to approach the situation. Taking the already active brand campaigns forty-five day data, I created a specialized targeting audience with a new funnel approach to carry potential bookings straight to their respective homepages.

The Funnel

When referring to funnels in marketing there is usually attribution across platforms as touch-points are over a dozen or more for any given campaign conversion. Strictly focusing on the Meta platforms for this funnel, the most important campaign was the brand awareness campaign since the client was newer in the space. Using a plethora of ad styles (static, carousel, stories, etc.) the multifaceted approach kept audiences engaged with the brand at a high level while keeping frequency low. While majority of budget was allocated to these newer campaigns, the legacy campaigns were given an audience lift and tied to their respective adventures lines. Achieving this linear flow allowed for bookings attributed to Meta platforms to outpace respective search and print campaigns during the ingestion phase.

Capitalizing on Success

Seizing the opportunity given by the immediate success of the campaign launch became a challenge in itself as bookings are set so far in advanced. However, the greatest metric of success was noted when the company had achieved a six-month long booking for over a quarter million dollars for the first time in its online marketing history. Due to the revitalization of old campaigns with fresh eyes and new audiences, budgets in the future months dramatically increased. The client continued to have success with those campaigns until the end of the booking periods.