Filling Antarctic Cruises Without Discounting: 7.37× ROAS & $424K in 6 Months for Polar Latitudes
Overview
Polar Latitudes is a U.S.–based expedition cruise line offering intimate, expert‑led voyages to Antarctica. Although the product consistently delights guests, the brand needed a digital strategy that could reach affluent travellers early in their lengthy decision cycle and convert curiosity into firm bookings, without relying on price cuts or travel‑agent inventory.
The PPC and Lead Gen Challenge
- Long consideration window – Antarctica expeditions require 12–18 months of planning and trust-building.
- Niche, high‑value audience – Affluent, adventure‑minded travellers 50 + who research extensively before purchasing.
- Fixed, limited capacity – Each sailing has a hard cap on berths, so filling ships early is critical.
- Avoid deep discounting – Margin protection demanded full‑price bookings, not last‑minute fire‑sales.
Strategy & Approach
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Persona Discovery & Journey Mapping
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Multi‑Channel Paid Media Framework
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Conversion‑Focused Creative & UX
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Always‑On Testing & Optimization
Persona Discovery & Journey Mapping
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Mapped the research timeline, content needs, and purchase triggers for “Adventure Boomers.”
Multi‑Channel Paid Media Framework
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- Google Search: Captured high‑intent queries (e.g., “Antarctica cruise,” “Polar Latitudes”) with ad copy spotlighting small‑ship intimacy and scientific expertise.Google Search: Captured high‑intent queries (e.g., “Antarctica cruise,” “Polar Latitudes”) with ad copy spotlighting small‑ship intimacy and scientific expertise.
- Performance Max: Deployed AI‑driven creative across YouTube, Gmail, Display & Discover to inspire early‑stage explorers with breathtaking footage and urgency‑led CTAs.
- Meta (Facebook & Instagram): Top‑ and mid‑funnel campaigns built look‑alikes from past guests, layered income & travel interest filters, and ran sequential retargeting ads that nudged prospects toward inquiry forms.Performance Max: Deployed AI‑driven creative across YouTube, Gmail, Display & Discover to inspire early‑stage explorers with breathtaking footage and urgency‑led CTAs.
- Meta (Facebook & Instagram): Top‑ and mid‑funnel campaigns built look‑alikes from past guests, layered income & travel interest filters, and ran sequential retargeting ads that nudged prospects toward inquiry forms.
Conversion‑Focused Creative & UX
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Developed static & video assets highlighting wildlife encounters, off‑ship excursions, and limited departure dates.
- Launched a high‑converting landing page featuring a “limited‑time offer” banner to accelerate lead capture during prime booking months (Nov–Jan).
Always‑On Testing & Optimization
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Weekly creative refreshes and bid‑strategy tests kept CPLs trending down while volume scaled.
- Integrated CRM feedback to refine keyword negatives and audience exclusions, ensuring media spend stayed on qualified prospects.
Results in the First 6 Months
- 7.37× Influenced ROAS across all paid channels.
- $424,000 in direct revenue attributed to paid media.
- 1,190 leads generated via Meta in just three months (Nov–Jan) from the new landing page.
- 4,742 micro‑conversions (video views, brochure downloads, email sign‑ups) from Google, feeding 23 new sales‑ready leads per day.
Key Takeaways
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Pair inspirational, creative with scarcity messaging to shorten elongated purchase cycles for bucket‑list travel.
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Performance Max is a cost-effective way to reach niche audiences beyond Search, especially when inventory is capped.
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A conversion-ready landing experience can 10 times lead to increased volume without resorting to discounting.
Ready to Turn Exploration into Revenue?
If your brand needs to fill high‑value experiences with the right guests, without slashing prices, let’s talk. Book a discovery call with NAV43 today.
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