Fred. Olsen Cruise Lines Search - Our work

Campaign Delivery, Social, PPC, Video

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Renowned for its hand-crafted itineraries across over 200 destinations, exceptional cuisine and first-class entertainment, Fred. Olsen’s goal for Summer 2025 was clear: to maximise occupancy and strengthen brand preference for its fleet of three smaller ships.

The challenge

The commercial target was 3,300 direct bookings during its June sale period, with PPC tasked to deliver 600 bookings at a £6.47 target ROAS.

Simply increasing spend would not suffice in a fiercely competitive cruise market. We needed PPC to fuel both short-term sales and long-term brand affinity - capturing seasoned cruisers while enticing new audiences seeking a premium, more personalised cruise experience.

The commercial target was 3,300 direct bookings during its June sale period, with PPC tasked to deliver 600 bookings at a £6.47 target ROAS.

The breakthrough

Our strategy was built around audience insight and category dynamics, mapping intent to opportunity. We identified six audience segments, prioritising two with the greatest commercial value: Enthusiasts seeking discovery and cultural depth, and Conservatives favouring classic cruise experiences.

This segmentation shaped both media planning and PPC architecture, allowing us to move users efficiently through the funnel:

YouTube amplified offline activity and built top-of-funnel awareness with engaging creative.
Demand Gen nurtured consideration via rich, intent-driven formats.
Performance Max bridged activation gaps with dynamic creative and audience signals.
Paid Search (and SEO working in tandem) captured high‑intent demand and drove direct bookings.

This segmentation shaped both media planning and PPC architecture, allowing us to move users efficiently through the funnel:

YouTube amplified offline activity and built top-of-funnel awareness with engaging creative.
Demand Gen nurtured consideration via rich, intent-driven formats.
Performance Max bridged activation gaps with dynamic creative and audience signals.
Paid Search (and SEO working in tandem) captured high‑intent demand and drove direct bookings.

This segmentation shaped both media planning and PPC architecture, allowing us to move users efficiently through the funnel:

YouTube amplified offline activity and built top-of-funnel awareness with engaging creative.
Demand Gen nurtured consideration via rich, intent-driven formats.
Performance Max bridged activation gaps with dynamic creative and audience signals.
Paid Search (and SEO working in tandem) captured high‑intent demand and drove direct bookings.

The impact

Bookings:
3,650 direct bookings (+10% vs. 3,300 target).

PPC performance:
792 bookings (+31% vs. target) with ROAS £8.50.

YouTube:
4.3m views at CPV £0.01 and >50% view rate.

Brand searches:
+27% YoY, showing strong halo effect.

Consideration:
180,000 engaged sessions and 2,915 soft conversions worth £387k (including 193 brochures, 305 call-backs, 2,417 sign-ups).

SEO performance:
Organic sessions up 48% YoY with 45 new #1 rankings on key terms such as ‘Norway cruises.’

Bookings:
3,650 direct bookings (+10% vs. 3,300 target).

PPC performance:
792 bookings (+31% vs. target) with ROAS £8.50.

YouTube:
4.3m views at CPV £0.01 and >50% view rate.

Brand searches:
+27% YoY, showing strong halo effect.

Consideration:
180,000 engaged sessions and 2,915 soft conversions worth £387k (including 193 brochures, 305 call-backs, 2,417 sign-ups).

SEO performance:
Organic sessions up 48% YoY with 45 new #1 rankings on key terms such as ‘Norway cruises.’

Bookings:
3,650 direct bookings (+10% vs. 3,300 target).

PPC performance:
792 bookings (+31% vs. target) with ROAS £8.50.

YouTube:
4.3m views at CPV £0.01 and >50% view rate.

Brand searches:
+27% YoY, showing strong halo effect.

Consideration:
180,000 engaged sessions and 2,915 soft conversions worth £387k (including 193 brochures, 305 call-backs, 2,417 sign-ups).

SEO performance:
Organic sessions up 48% YoY with 45 new #1 rankings on key terms such as ‘Norway cruises.’

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