The Excursion Revenue Blueprint
Shore excursion video production was a cost center. It became a revenue engine.
The Situation
Holland America Line was spending $750K+ annually on third-party shore excursion video licensing.
→ No ownership of assets
→ No scalable production model
→ Recurring licensing dependency
→ No long-term asset compounding
→ Inconsistent quality across regions
Strategic Insight
We proposed a content economics restructuring and designed an Alaska video operating system.
The capital reallocation ensured we weren’t just generating onboard excursion revenue…We were creating demand.
System Built
People don’t just book activities, they book the feeling.
🔍 Consideration Stage
Port Overview Videos :60
⚖️ Decision Stage
Shore Excursion Videos :90
Business Outcomes
Before:
❌ No asset equity
❌ Fragmented regional execution
❌ $750K+ annual licensing dependency
❌ Marketing & Onboard Revenue misalignment
After:
✅ A centralized asset library
✅ Multi-year usable infrastructure
✅ Scalable, modular production system
✅ Aligned creative to top revenue ports & brand
The Infrastructure
Enterprise orchestration that scales across channels
Broadcast & Connected TV B-Roll
Branded Port Overviews
CRM + Email Storytelling
LTOs & Open For Sale B-Roll
Paid and organic social
Digital Display
Every Port Has A Story
Every Story Drives a Journey
Get real with the locals.
You can go dog sledding on a glacier in the morning and see a humpback whale breaching in the afternoon.
Linwood • Juneau, Alaska
The Delivery
Enterprise orchestration — not isolated production
This was not a creative refresh. It was a capital reallocation strategy. The video system turned Shorex production from a depreciating expense into an appreciating asset. Assets were leveraged across Shorex, Brand, and Campaign initiatives. Small, agile production crews ensured scale without operational disruption.
400+ deliverables
→ enterprise-grade implementation
50+ excursions
→ full revenue portfolio
5 ports
→ cross-functional coordination
2018-present
→ multi-year usable shelf life
What this indicates:
✅ Existing asset libraries lowers cost of reactivation
✅ Shorex storytelling directly drives revenue by reducing uncertainty
✅ Reinvestment delivers multi-year returns across Shorex, Brand, and Campaign
Trusted by:
The Philosophy
→ Modular scalability
→ Authentic local voices
→ Emotional storytelling
→ Revenue-aligned port prioritization
A product-first approach sells transactions. A story-first approach sells transformation. Local voices imply authenticity; authenticity implies credibility; credibility drives conversion.
The Transformation
From: Fragmented. Disposable.
Into: A scalable, revenue-aligned, global storytelling infrastructure
Connection through Story
This storytelling approach directly drives demand by reducing the unknown.
🚫 Will I connect with it?
🚫 Is it worth the money?
🚫 What makes this different?
🚫 I don’t know what it’s really like?
Reason not to book:
🟢 Show targeted demographics: families, seniors
🟢 Demonstrate transformative value
🟢 Highlight culture, tradition, food, personality
🟢 Show lived reality experienced through real voices
What a video system solves:
👉 Consumers don’t trust corporate messages. But they do trust people.
“These emotionally charged stories have a powerful impact, significantly strengthening our ability to market and drive sales across a diverse brand portfolio.”
Vice President, Global Shore Operations B. Krumrine — Holland America Group
Drive Conversion
It’s not just about the excursion - it’s about the experience guests picture themselves in
