How we helped Pelican Adventures grow smarter, not just bigger

Client: Pelican Adventures

Industry: Tours & Experiences

Services: Digital strategy · Meta Ads · Google Ads

Duration: 12 months 

Targets: +15% Sales growth target +10% Social media engagement +25% Online visibility 

The challenge 

A diverse offer. Multiple audiences. One goal: grow. 

Pelican Adventures offers a wide range of tours — each with its own audience, price point, timing and objective. The challenge was to reach the right people with the right message at the right moment, across multiple submarkets and countries, without scattering the budget or losing focus. 

“The big challenge is that Pelican wants to attract tourists from many different countries — while also promoting multiple sub-brands across different price categories. We had to think carefully about who we reach, with what content, on which channel, at exactly the right moment.” — Jasper, Paid Social Specialist 

On top of this, Pelican had a clear ambition: get more grip on the performance of each individual sub-brand, with dedicated budgets per brand so results could be properly measured and compared. 

Our strategy 

Full-funnel. Multichannel. Experience-first. 

We built a multichannel marketing strategy that meets potential bookers at every stage of their journey — from first discovery to final booking. Experience and emotion form the heart of everything. 

Channels: Meta Ads (Facebook & Instagram) · Google Display · Google Performance Max · Google Search Ads 

Rather than chasing maximum visibility, we focused on being visible to the right people — those most likely to convert. The strategy combines top-of-funnel awareness with mid-funnel engagement and bottom-funnel conversion, with remarketing connecting all the dots. 

“We invest not only in direct conversions, but also in visibility and consideration. Channels that don’t convert immediately still contribute to overall performance. By maintaining this balance, we achieve more bookings at lower cost per conversion.” — Lotte, Google Ads Specialist 

What we did 

Smart structure. Emotional content. Data-driven decisions. 

On social media, we led with experience. Social is often the very first touchpoint between Pelican and a potential customer — so we made sure that moment counted. Ads built around authentic visuals and emotionally resonant copy consistently outperformed generic creative. 

We structured the campaigns to distribute budget intelligently across sub-brands, always prioritising quality audiences over sheer volume. The result: lower costs and higher intent. 

On Google Ads, we built a clear architecture based on tour type and search intent. Broad campaigns collect data and build awareness; specific per-tour campaigns target users at the moment of decision. 

We also started working data-driven at the location level — actively investing in regions where demand is visibly growing, and using those insights to test and expand into new markets. 

The results 

Better traffic. Higher quality. Stronger foundation. 

Website traffic — Clear growth in number of visitors — and a significant improvement in traffic quality. 

Session quality — Longer sessions and more pages per visit, showing engaged visitors genuinely interested in booking. 

Remarketing — High-quality visitors are captured and re-engaged, driving conversions at lower cost. 

Market expansion — Data-driven location insights used to identify growing markets and allocate budget where it performs. 

“The data in Google Analytics shows a major improvement in the quality of website traffic. These are exactly the right people to re-engage through other channels — creating a greater chance of conversion at lower cost.” — Jasper, Paid Social Specialist 

Why it works 

The best campaigns are built on genuine partnership. 

What makes this collaboration stand out is the level of trust and involvement from Pelican’s side. They invest in high-quality video and visuals, maintain a clear brand vision and a strong brandbook, and are genuinely open to experimenting. They think alongside the data and are willing to invest in growth. 

That kind of partnership makes it possible to keep moving forward together — testing, learning and improving every month. 

“What I enjoy most is the client’s involvement. You can tell Pelican has a team that genuinely wants to grow. Helping them set up the channels to make that possible gives me a lot of energy.” — Jasper, Paid Social Specialist 

“Pelican feels like a real partnership. We feel part of their organisation. They’re open to experiments, think with us based on data, and are willing to invest. That makes it possible to keep taking steps forward.” — Lotte, Google Ads Specialist 

 “Loyals Caribbean does not just run campaigns, they think alongside us. This partnership has elevated our digital performance through strategic, data-driven decisions and creative execution, giving us greater control, clarity, and a true extension of our team.” — Satya Heinze, Pelican Adventures