Improving Brand Awareness and Driving Revenue

About Orca Spirit Adventures

Orca Spirit Adventures and sister-company Orca Spirit Marine Transport provide water-based transportation services to a wide variety of industries – from travel and tourism to entertainment, energy, and beyond. With more boats, capacity and departure options than any other organization in the region, Orca Spirit is the whale watching, private charter, and marine transport provider of choice to tourists, school groups, tour operators, and commercial organizations alike.

Client Challenge

In the competitive landscape of whale watching and eco-tourism on Vancouver Island, Orca Spirit was looking to improve brand awareness and drive improved tour revenues year-over-year.

Our Digital Marketing Strategy

In order to improve brand awareness and drive tour revenues in a competitive whale watching market, our campaign ideas included:

Google Ads Structure

We built out well-structured Google Ads campaigns to effectively deliver ads to the local market (Vancouver Island and BC residents) along with out-of-province and American tourists with ad copy and keywords oriented to individuals looking to book whale watching experiences.

SEO

To ensure that the site is consistently ranking for relevant, high-yield search queries, we implemented a blog posting schedule to ensure that new, high-value educational content is regularly uploaded.

Site Migration

We carried out an extensive pre-migration site audit to guarantee that the new Orca Spirit website provides visitors with engaging educational content and a seamless tour booking experience.

Meta Ads Targeting

Utilizing a sales funnel-oriented approach and the Meta platform’s detailed targeting options, we have driven consistent revenues from new customers most alike to their current customer base while retargeting recent site visitors and social media engagers.

Results

#1

in SERPS

+37%

in Google Ads tour bookings

+116

in Meta Ads tour bookings

SEO

The Orca Spirit site is consistently ranking #1 in the SERPS for their brand name while ranking high for valuable non-brand terms related to popular educational content on their site.

Tour Bookings from Google Ads

From one year to the next, Google Ads conversion volume has improved +35-40%.

Tour Bookings from Meta Ads

By pivoting our strategy from awareness building to revenue-driving and through the implementation of a sales funnel-oriented approach, the campaign drove 116 purchases at a low cost per result.

Testimonial

Hiring 1UP was one of the best marketing decisions we have made at Orca Spirit Adventures. Year after year they have proven that they can enhance our business marketing strategies to increase revenue, ad conversions, low cost per clicks, all while ensuring that our brand is staying up to date and competitive in the whale watching sections of Vancouver Island. We look forward to the continued success working with 1UP and seeing our business grow even more over the years!

Hailey Olsen, Orca Spirit