Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
For more than 50 years, Lindblad Expeditions and its expedition cruise brand Lindblad Expeditions-National Geographic (LEX-NG) have pushed limits in the adventure travel space. Earlier this year, the recognized global leader and pioneer of modern expedition cruising, went as far as to redefine what it means to be a 'kid’ in a creative effort to court the next generation of budding explorers with an unbeatable promotion.
For a limited time, LEX-NG launched an incentive to allow each ‘kid’ under 22 to sail for free, with a full-fare paying adult, on select 2023 Arctic expeditions. Building on the brand’s legacy of being a forever student through its in-depth experiential education, the incentive successfully captured the family and multi-gen travel market with arguably one of the most compelling offers in market. Over the three-month period, the brand reached tens of millions of consumers and created a new unique selling proposition to differentiate from core competition in expedition, cruise, and the travel industry at large, with this rare incentive. T&Cs: Starting in March 2023, the promotion was valid for bookings completed by June 30, 2023, for double occupancy cabins using the code “CHLD FR”.
By strategically aligning the launch ahead of summer travel momentum, the deal served as a way for families to save tens of thousands of dollars on exciting, and educational expeditions, presenting an opportunity to beat the heat and experience the Arctic at break-neck prices over summer recess. The campaign messaging and call to action served as a testament to LEX-NG's commitment to its core belief, that nature is the greatest common denominator between generations.
The goal of the initiative, aside from earning national online media coverage from the top travel publications, was to position LEX-NG as a leader in adventurous family travel, offering families a way to make invaluable memories through experiencing extraordinary wildlife, scenery, and cultures.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
In the month of March alone, the promotion resulted in 55 pieces of earned online coverage. Over the duration of the promotion, the initiative earned a total of 59 pieces of earned online coverage, 566 million impressions, and an ad equivalency of $2,233,984.
The campaign also gained national media recognition and was featured in local publications across 31 key target markets, including Phoenix, Detroit, Tampa-St. Petersburg, Denver, San Diego, Las Vegas, and more, broadening the brand's reach and connecting it to new untapped audiences.
Key earned media highlights include:
“At what age do kids stop qualifying for travel-related discounts? According to most airlines, the answer is 12 years old. The more generous policies say 16. But if you’re Lindblad Expeditions, “kid” now covers anyone younger than 22. And, as an extension of that allowance, everyone under the age of 22 is now eligible to cruise for free onboard select National Geographic sailings this summer.” - InsideHook
“Onboard each ship, families can learn together alongside naturalists, scientists, historians, divers, photographers, and anthropologists, all while in total comfort on the ultra-modern ships that come with luxurious suites, cozy lounge areas, spas, fine dining, and even science labs where guests can watch researchers at work.” - Travel + Leisure
“Lindblad offers cruises that are a different experience than the larger cruise lines. For 50 years, the company has been taking guests to lesser-traveled areas where education is at the center of its trips.” - TravelAwaits
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The success of the campaign was measured by an increase in bookings and the utilization of the promo code since the promotion did not require a budget. Before the promotion, there was a weekly average of two children booking an Arctic trip for Summer 2023. Once LEX-NG released the offer, kids' bookings increased by 4x the weekly average over the 3-month timespan for Arctic itineraries, the 5-Day Iceland Escape itinerary and the 13-Day Norwegian Discovery itinerary being the top two choices.
Entry Title
Lindblad Expeditions-National Geographic Kids Cruise Free Sale
Division
Public Relations/Communications - PR Campaign Consumer
Category
Public Relations/Communications