The Onboard Revenue Blueprint
Insight: Guests choose excursions before they choose the cruise
The Problem
Three global cruise brands were 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
Shore excursion content was a cost center. It needed to become a revenue engine.
The Solution
We proposed a content economics restructuring and designed an Alaska storytelling engine.
The capital reallocation ensured we weren’t just generating onboard excursion revenue…We were creating demand.
The Strategic Shift
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 Architecture
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
The Results
People don’t just book activities, they book the feeling.
🔍 Consideration Stage
Port Overview Videos :60
⚖️ Decision Stage
Shore Excursion Videos :90
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 storytelling engine turned Shorex content from a depreciating expense into an appreciating asset system. Assets were leveraged across Shorex, Brand, and Campaign initiatives. Small, agile production crews ensured scale without operational disruption.
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
800+ deliverables
→ enterprise-grade implementation
250+ ports
→ global port footprint
3 cruise brands
→ cross-functional coordination
2018-present
→ multi-year usable shelf life
Trusted by:
The Philsophy
→ 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 storytelling engine 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