THE CLIENT

Hurtigruten is the world’s leading exploration voyage operator, with a mission to provide safe, unique, active and sustainable travel experiences that create lifelong memories. In 2016, Hurtigruten announced the world’s first hybrid expedition ship – MS Roald Amundsen – to sail in 2018. As part of this move towards sustainable travel, Hurtigruten was keen to raise awareness around some of the most remote and extreme destinations in the world.

THE OBJECTIVES

• Drive awareness of the Explorer voyages among a relevant target audience intent on exploration and adventure travel within six core markets: Germany, UK, US, Sweden, Norway and Denmark
• Achieve a target CTR of 0.21%
• Hit a 0.26% CVR through programmatic activity
• Generate leads and drive 276 conversions

THE STRATEGY

• We used our DMP to capture data and make targeting decisions based on actual data and insights
• We profiled audiences for each market defined by their spending habits, travel preferences and propensity to explore, and applied a further level of data analysis to define their likelihood to purchase

Based on this data, we targeted the most relevant audiences across three channels:

• Programmatic: We used this channel to drive conversions through mixed media formats and high-engagement personalised creative to suit specific audiences, while also applying a layer of sophisticated retargeting for users who’d visited the website.
• Trueview: We made use of various destination and influencer video clips to target users based on specific YouTube channels, their interests and their previous activity.
• Direct Buy: We partnered with various premium publishers across the different markets based on audience and demographic data to drive awareness and relevant traffic to the Hurtigruten site, localised to suit each specific market.

THE RESULTS

Our data-led approach allowed us to overachieve across the board:

Over 16,000,000 impressions in total

Programmatic

• 10,091,859 impressions across all markets
• Achieved an average CTR of 0.20%
• Achieved 24% more conversions than forecasted
• ROAS was 212%

Trueview

• 4,587,099 impressions across all markets
• We achieved a CTR of 1.89%, 845% higher than our target

Direct Buys

• 2,297,050 impressions at an average CTR of 0.19%
• Drove conversions and leads which far exceeded targets