Stan Stephens Cruises
DIGITAL
Digital Marketing
Introduction - The Why
Stan Stephens Cruises, a family-owned tour operator in Valdez, Alaska, has shared the beauty of Prince William Sound for more than 45 years. Known for glacier views, wildlife encounters, and authentic Alaska hospitality, the company wanted to increase sales while remaining true to their family company values. To remain competitive, they needed to extend their reach nationally and maintain momentum year-round, despite only operating cruises for a few months each year.
The Approach
To address this challenge, we developed a comprehensive digital strategy that kept Stan Stephens Cruises visible well beyond Alaska. The goal was to stay top-of-mind with travelers during long planning cycles, drive early bookings, and capture last-minute reservations. A 12-month framework ensured the brand remained active and engaging even during the off-season, laying the foundation for strong seasonal growth.
Tactics & Execution
Targeting: We combined geo-targeting with behavioral and retargeting campaigns to reach both long-distance travelers and in-state audiences who book spontaneous trips.
Platform Mix: Campaigns ran across Meta, TikTok, Google Search, and programmatic display combined with consistent messaging on organic social through their owned platforms and influencer marketing campaigns. This diversified mix allowed us to engage travelers at multiple touchpoints with video, carousel, GIF and static content.
Creative Strategy: Alaska’s dramatic landscapes and active wildlife became the centerpiece of our storytelling. Stunning visuals and engaging formats ensured scroll-stopping ads year-round.
Adaptive Budgeting: We shifted budget seasonally — boosting spend during peak planning months and adjusting toward local markets as the season progressed.
Continuous Optimization: Real-time monitoring and refinements allowed us to maximize conversions, keeping campaigns above industry benchmarks.
Results & Conclusion
The strategy delivered measurable growth. In 2025, revenue increased by more than $10,000 in May and $25,000 in June, with campaigns consistently outperforming industry standards. Most importantly, Stan Stephens Cruises saw a direct impact: guests reported booking specifically because of their social media presence.
This year-round approach turned the limitations of seasonal tourism into an opportunity for sustained success, positioning Stan Stephens Cruises as a leader in Alaska’s competitive tour market.
