Eagle Wing Tours
CASE STUDY
From Mission-Driven to Market-Leading: How We Boosted Bookings for Victoria’s Premier Whale Watching Experience
Eagle Wing Tours has long been a standout in Victoria, B.C.’s tourism scene, not just for breathtaking whale and wildlife tours, but for its deep commitment to ocean conservation. With eco-friendly vessels, expert guides, and a mission to give back, they were already the most respected name in their field.
But respect doesn’t always equal reach. Eagle Wing Tours wanted to keep its heart and mission front and center while making its marketing more engaging, more action-driven, and more focused on “getting tails in seats.” That’s where AAMP came in.
The Challenge: Balancing Purpose with Performance
Eagle Wing’s marketing leaned heavily into education and conservation—a huge part of their brand identity, but lacked the flash and urgency to inspire immediate bookings from tourists.
Previous campaigns were limited in creative testing and audience variety, with Facebook ads often relying on a single video ad rather than a robust mix of copy, visuals, and formats. The website also overwhelmed visitors with dense copy, making it harder for first-time whale watchers to quickly understand the experience and convert.
Eagle Wing Tours needed a marketing partner that could:
- Blend their mission with tourism-savvy marketing
- Shift focus from “who we are” to “why you should book now”
- Increase online conversions without losing authenticity
Our Approach & Strategy: Charting the Action-Driven Course
We modernized Eagle Wing’s marketing across every touchpoint—keeping the heart of their mission intact while making it easier and more compelling for travelers to book.
Creative & Ad Strategy
- Overhauled Facebook & Instagram ad campaigns with multiple creatives, audience segments, and copy variations
- Launched new video campaigns with voiceovers highlighting both the thrill of the experience and the conservation mission
- Ran targeted campaigns for web visitors, in-market audiences, and lookalike segments across Canada and the U.S.
Website Experience
- Simplified navigation and streamlined copy to focus on the guest experience and drive faster bookings
- Integrated more high-impact video to visually convey the adventure and luxury of their tours
Organic Social Revamp
- Shifted from purely educational to a balanced mix of entertaining, behind-the-scenes, and mission-driven content
- Leveraged trending audios, Reels, and UGC-style content to expand reach while highlighting guide expertise
- Created content around new offerings, including their bird-watching tours
The Results: The Whales Weren’t the Only Ones Making Moves
Revenue & ROAS
- Social Ads: Average ROAS of 15.2x (up 30% from 11.71x YoY)
- Meta Ads conversion value
- Google Ads: Average ROAS of 18.82x (up 89% from 9.97x YoY
- Google Ads Revenue: +463%
- Google Ads CTR:
Organic Social Growth
- Followers: +5% across platforms
- Reach: 2.21M (+300%)
- Impressions: 8.2M (+100%)
- Content Interactions: 135K+
- Video Views: 4.28M views
- Viral Highlight: Educational wildlife Reel featuring a guide discussing local kelp hit 150K+ views organically
Why It Worked
We didn’t replace or change their mission, we simply amplified it. By combining performance marketing with compelling storytelling, Eagle Wing Tours remains the conservation leader while booking more tours. With a holistic approach, every channel worked toward one goal: make the experience look irresistible and make it easy to book now.
- Website Overhaul: A faster, mobile-friendly site with improved navigation made it easier for guests to explore tours and book instantly, without losing the mission that makes Eagle Wing Tours unique
- Full-Funnel Marketing: Integrated search, social, and content strategies that drove action at every stage
- Creative Testing: Multiple ad creatives and audiences ensured we found the highest-converting combinations
- Balanced Brand Voice: Kept the educational value while adding excitement, urgency, and visual appeal
Whale Hello There! It’s Your Turn.
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