Quark Expeditions : reaching the unreachable demographic.
A very unique, multi-funnel, socially dynamic travel campaign that brings the most remote destinations on the planet to the front of a new generation’s mind.
The Brief
Quark Expeditions had a huge problem: they are a bit too good at what they do. For polar exploration there is no one in their class, providing opulent offerings while seamlessly injecting you in the world’s most remote polar destinations. This lavish experience comes with a heavy price-tag that attracts a very specific and slim portion of clients (Couples 55+ <$500k)
What they needed was to open the polar world to the next generation of adventurers while still alluring seasoned travelers by their opulent service. How do we get solo travelers to save up for a trip of a lifetime and organically spread their surprise and delight discovering the most remote place on Earth with Quark?
A bit of satire and salt.
In order to bring in this new wave of explorers we would need a dynamic, multi-tiered campaign, that authentically permeated the streams of a youthful demographic, ready to have a trip literally of a lifetime, and it was my job to put that on film and get it in front of their thumbs.
Quark Expeditions “Reaching Unreachable”
Strategy
Instead of typical glossy cruise content that would only echo their image to a well established older demographic, I focused on capturing the passion of polar travel by building the creative around emotional truth. No droll listing of amenities or special offers popping on screen. These films would answer the question what it feels like to stand where the great explores like Shackleton once did, or what’s it like to discover your true self when faced with the Arctic’s endless horizon. To get my and even younger generations to take this financial leap, the reward had to be better then world class dining and high speed internet; it had to literally feed your soul.
But also show world class dining and the high speed internet. We all gotta eat and post to Instagram after all.
Leaning deeply into my role as Editor at Large for Get Lost Magazine I crafted editorial-grade narratives that merged luxury travel with journalistic authenticity in a cinematic package. I bit more sophisticated then social media material, but still highly sharable and relatable content. The “Sweet Spot”. Offering Immersive sound design, first-person perspective, and breathtaking visuals, my goal was to pull viewers into the icy nether regions of this planet and have them experience it first hand, rather then just sell them a ticket. Bringing on the exceptional Chris Sullivan (This is Us/Guardians of the Galaxy) to narrate the film gave it not just a far reach, but a massive reach of fresh new faces with an authoritative voice.
Instead of traditional marketing that would only reach already subscribed eyes, I built a funneled campaign that would introduce Quark to a completely new audience through a massive festival tour, UGC social content creation, colab interactions, and editorial authority through Get Lost Magazine. Thats a win-win-win-win as far as I can tell.
Why it’s right for travel:
• Emotion > Promotion. As a die hard traveler always looking to leave I know the pull of emotion always trumps any promotional deal. If you make someone want to go, they will make it happen, regardless of cost.
• Not a spot, a doc. By framing the expedition as a documentary using name talent, cinematic storytelling, with a compelling arc, it was easy to dominate the festival circuit, win dozens of high profile awards, an let natural buzz do the PR for you.
• White Elephant Allure. Travel has become the most saturated market there is IMHO, so to stand out you have to be not just dynamic, but ultimately unique and hand crafted to truly attract new eyes.
Quark Expeditions “Walking With Shackleton”
Attracting new audiences requires authenticity.
Authenticity requires organic experience.
Some things you cannot fake.
What This Proves Bout What I do
You’re getting a machine fueled by real passion able to craft multi-funneled, award wining work by my lonesome.
You’re getting a dynamic filmmaker that can take big, creative chances with minimal risk that offer big ROI.
You’re getting a ton of prolific experience that can be used to craft complex campaigns with minimal assets for years.
Results
The project didn’t just move travelers, it moved an industry.
15+ international film-festival wins, including Best Travel Film at the International Tour Film Festival Rome and 2 Gold Medals at the Taste Awards.
Prestigious world renown Gold Magellan Award from Travel Weekly for best marketing video.
Arctic & Antarctic features in Get Lost Magazine’s 1.2 million-reader circulation (35-55 M/F split)
Massive cumulative audience exposure combined 6+ million views.
Shared widely by Quark Expeditions, Get Lost, travel blogs, Ads of the World, and industry peers.
These films evolved Quark’s brand identity from luxury expedition curator to bucket list must-do, while setting a new creative standard for branded travel storytelling. Ultimately contributing to an estimated 18% increase in sales from new/non-return customers under 55, an unprecedented amount from just two films shot by one person.
Execution
Don’t tell anyone, but this is my favorite type of work. Seriously, keep this under wraps because you can’t really shoot a car commercial alone (yet). Since these trips run in the tens of thousands of dollars, a full crew is not really feasible for elite, luxury travel brands like Quark. Running solo however allows for fluid, dynamic shooting and an ability to find the story while it is happening which ultimately is what we were after.
Armed with just a camera. drone, and a robust collection of long johns, I traveled to both polar regions experiencing the trip first hand allowing me to craft the story as it unfolded which naturally created authentic and organic content that could never happen with preconceived scripts, creative directors, and producers pushing a well worn message. This was mainlining a travel experience at its core.
Also by shooting solo, I was able to blend in naturally with the other guests, getting their genuine reactions and experiences caught on camera. No actors, no artifice, no cheesy messaging. Structure this with a seasoned marketing mind to fluidly move the story along to a razor sharp call to action, and you have a library of content that will fuel sales for years to come.
Capture included dozens of social clips, two full scale documentaries (that could be cut down a thousand ways) and hundreds of high quality photographs. In all a complete library of content that could be used for years and never run tired.
+6MM
Total Impressions Served
18
Combined Festival and industry awards.
500k+
Unique Page Views
~18%
increase in new/non-return sales
2 multiple award winning Anthem films
38 stories
2 international articles
Multiple high traffic shared blog posts
600+ high res images
60+ hours of video
KPI strategy and Analytics
Director / Editor: Roberto Serrini, Client: Quark Expeditions, Publication Partner: Get Lost Magazine, Production Platform: No Frames, Distributor / PR: TravMedia, Expedition Trips
Press & Editorial Features: Get Lost Magazine – “Antarctica” Issue #16 | Get Lost Magazine – “The Arctic” Issue #8 | CineClast Article – Walking With Shackleton Wins Best Travel Film | Travel Weekly – Gold Magellan Award Announcement | LinkedIn Announcement – Award Recognition Films: Walking With Shackleton (Antarctica) | Reaching Unreachable (Arctic) Awards & Festivals: Gold Magellan Award – Travel Weekly (2024), Best Travel Film – International Tour Film Festival, Rome (2024), Official Selections – 9+ international film festivals (FilmFreeway listings), FilmFreeway Page Keywords: Roberto Serrini, Quark Expeditions, Get Lost Magazine, luxury travel film, branded documentary, adventure filmmaking, Antarctica, Arctic, Ultramarine, Walking With Shackleton, Reaching Unreachable, travel storytelling, cinematic content, award-winning director.