How to launch a new cruise line against sector giants (Ponant, Hurtigruten) by mixing digital performance and paper prestige.
The expedition cruise market is saturated by historical players with colossal budgets. For Exploris, the new 100% French shipowner, the stake was double:
We deployed a hybrid strategy, connecting the power of offline branding to the precision of online targeting.
We structured Google Ads campaigns not on volume, but on quality. By targeting "long tail" keywords (e.g., "Small boat expedition cruise", "French Antarctic trip"), we captured an audience ready to book, drastically reducing the cost per qualified lead.
To sell high average baskets (>10k€), trust is key. We orchestrated a presence in Le Figaro Magazine, associating the brand with luxury and exceptional travel codes to reassure the high-net-worth target.
Using breathtaking visual assets (Icebergs, Polar Bears) on Meta to create desire (Top of Funnel) and retarget Le Figaro readers via data.
"Jour de Chance knew how to make Exploris an obvious choice for expedition enthusiasts. Their ability to mix ultra-technical Google campaigns with prestigious press releases was decisive for our launch."
Like for Exploris, we build custom strategies for demanding markets.
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