Case Study
How We Generated High-Intent Inquiries for a UK Cruise Agency Using Meta Ads
Client Overview
A UK-based cruise agency specializing in luxury and exotic cruise experiences approached Allura with a common dilemma faced by smaller travel operators: how to compete with industry giants while working with a modest marketing budget. Despite offering compelling cruise packages across the Mediterranean, Caribbean, and Northern Europe, they struggled to cut through the noise in a saturated market. They needed a partner who could deliver measurable results quickly—building brand awareness while simultaneously generating qualified leads ready to book.
The Challenge
The agency faced three critical obstacles
Limited Marketing Budget
With only £2000 per month to invest, every pound needed to work harder. There was no room for wasteful spending or vanity metrics
Brand Visibility
As a boutique operator competing against household-name cruise lines, they needed to establish credibility and recognition in a crowded marketplace.
Lead Quality Over Quantity
They didn't just need website clicks—they needed genuine inquiries from travellers ready to invest £3000+ in cruise packages.
Our Approach
Strategic Foundation
Rather than spreading budget thin across multiple objectives, we designed a phased approach that evolved over the two-month campaign period. Our strategy divided the £4,000 total budget into three complementary focus areas. This structure allowed us to learn, optimize, and scale, rather than guessing from day one.
Testing (Month 1)
£800 to identify winning creative and audience combinations
Brand Building (Both months)
£2,000 total to establish market presence and credibility
Lead Generation (Month 2)
£1,200 focused on conversion once we'd validated our approach
Audience Targeting
We targeted affluent UK travellers aged 45-70 with demonstrated interest in these areas
Luxury and cruise travel interests
Specific cruise destination interests (Mediterranean, Caribbean, Northern Europe)
Travel-related behaviors (frequent travelers, past cruise bookings)
Premium lifestyle interests
Key Tactics
Creative formats
Carousel ads showcasing multiple destinations vs. single-image ads vs. video content
Visual content
Mediterranean azure waters vs. Caribbean tropical scenes vs. Northern Europe cultural experiences
Messaging angles
Luxury positioning vs. adventure emphasis vs. relaxation-focused copy
Proof elements
Customer testimonials vs. onboard experience footage vs. destination highlights
Month 1: Test, Learn, and Build
We launched systematic A/B tests across every variable that matters. This testing phase wasn’t an expense. It was an investment in intelligence that would guide all future spending.
Visually stunning content
showcasing exotic destinations and luxury cruise experiences
Engaging carousel ads
that let viewers browse multiple cruise options in a single ad
Video content
highlighting unique onboard experiences and destinations
Customer testimonials
establishing trust and credibility
Brand Building Phase
Simultaneously, we launched awareness campaigns with these features
Refined Brand Building
We doubled down on winning creative formats, with increased emphasis on user-generated content—authentic photos and videos from satisfied customers that built trust more effectively than polished marketing content.
Lead Ads with Exclusive Offers
Easy-to-complete forms offering email subscribers access to exclusive cruise deals. These frictionless forms captured interest without forcing users to leave Facebook or Instagram.
Direct Response Campaigns
High-urgency ads featuring last-minute deals for cruises departing through October, early-bird discounts for summer 2025 bookings, integrated inquiry forms for immediate follow-up.
Month 2: Optimize and Convert
Armed with Month 1 insights, we shifted strategy toward conversion while maintaining brand presence.
Lead generation campaigns with timing-based segmentation allowed us to capture both spontaneous bookers and advance planners
Aspirational imagery
showing the lifestyle travelers would experience
Benefit-driven copy
emphasizing relaxation, adventure, or luxury depending on destination
Clear value propositions
exclusive deals, limited availability
Strong calls-to-action
with low-friction conversion paths
Creative Excellence
Every ad element was optimized for the cruise travel mindset
The Results
The two-month campaign delivered results that exceeded expectations. With an average package value of £1,500 and the client's typical 20% close rate, the campaign has the potential to generate £106,500 in sales pipeline, revenue of £21,000+, and estimated ROAS of 525%.
The Allura Difference
This campaign succeeded because we treated the client’s budget constraints as a challenge rather than a limitation. By investing in testing before scaling, prioritizing high-intent lead capture, and continuously optimizing based on performance data, we proved that smaller travel operators can compete effectively—when strategy comes first.
The key wasn’t spending more—it was spending smarter.
