At a Glance
Lake Michigan Carferry used full-funnel search, display and sponsored content to reach high-intent travelers across five Midwest states, increasing ticket sales and reframing the historic S.S. Badger crossing as part of the vacation itself.
+20%
year-over-year ticket sales growth
+16%
increase in overall site users
+12%
increase in organic search users
+112%
increase in Indiana traffic
The Challenge
Travelers heading between Michigan and Wisconsin face a choice: spend hours driving around Lake Michigan and navigating Chicago traffic, or rethink the journey entirely.
Lake Michigan Carferry needed to increase ticket sales while expanding awareness among new audiences. The opportunity was to position the historic S.S. Badger as more than transportation and make the crossing itself part of the vacation experience.
The Strategy
Working alongside creative partner Lake FX, Advance Travel & Tourism developed a full-funnel strategy designed to reach high-intent travelers across Michigan, Wisconsin, Minnesota, Illinois, and Indiana.
Primary audiences included multi-generational travelers, families, and empty nesters looking to maximize vacation time and simplify the journey.
Campaign messaging centered around a simple idea: skip the traffic and enjoy the ride.
Through SEM, sponsored content, display, social display, remessaging, and email, the campaign reframed the S.S. Badger experience as a memorable start to the trip rather than simply a way to get from point A to point B.
Creative themes such as “A Trip They’ll Never Forget” and sponsored content including “Trade Highway Miles for Onboard Smiles: The S.S. Badger Turns Travel Time Into Vacation Time” helped bring that story to life.
By combining compelling storytelling with high-intent search and targeted media, the campaign helped travelers discover that the S.S. Badger wasn’t just a shortcut around Lake Michigan. It was the start of the vacation itself.
Campaign Creative
Digital Display and Social Media
The Results
The campaign helped drive a 20% year-over-year increase in ticket sales while strengthening awareness and engagement among high-intent travelers.
Over the last year, overall site users increased 16%, supported by growth across key channels:
- Organic search users increased 12% year over year, reversing a previous 20% decline and reflecting stronger brand awareness.
- Paid search traffic increased 76%.
- Display traffic increased 9%.
Targeted Midwest markets also experienced strong growth:
- Indiana: +112%
- Minnesota: +67%
- Wisconsin: +34%
- Illinois: +34%
- Michigan: +11%
Overall campaign performance included 914,186 impressions, 22,929 clicks, 37,398 key events, and 1,945 attributed visits.
33.8%
search click-through rate
$0.18
average cost per click
7,100+
conversions from search
60%
share of available search impressions
Making the Journey Part of the Destination
Successful travel marketing doesn’t always begin when travelers arrive. Sometimes it begins before the vacation even starts.
By helping travelers trade highway miles for onboard smiles, Advance Travel & Tourism helped Lake Michigan Carferry increase ticket sales, rebuild demand, and reach new audiences across the Midwest.
In just two years, the partnership has delivered measurable growth while reinforcing the S.S. Badger’s role as more than transportation. It has become part of the journey itself.
“Their commitment to promoting this vital link between Michigan and Wisconsin has significantly contributed to our bottom line. Their professional approach, creative marketing strategies, and dedication to excellence make them an invaluable partner.”
THOMAS A. HAWLEY
Marketing/Public Relations
Lake Michigan Carferry
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