Image courtesy of Outer Shores Expeditions

Unparalleled Expedition Experiences

Small-group expeditions exploring the ancient cultures and stunning wildlife of British Columbia aboard a classic wooden schooner


The Company

Outer Shores Expeditions



After two years of operations, Outer Shores Expeditions discovered they were onto something great; their product was selling, their clients were happy, and there was only room to grow. As a small business with limited in-house resources, ship captain, founder and owner Russell Markel turned to Bannikin for guidance on how to usher in Outer Shores’ next phase of growth and increase the sailing operator’s direct-to-consumer sales.


With Bannikin’s comprehensive understanding of the adventure travel industry, as well as this particular niche (expedition cruise travel), we developed an integrative public relations and marketing strategy to help broadcast the brand’s unique selling propositions to both media and consumers, and, ultimately, reach its sales goals. Bannikin’s efforts included:

  • Developed an overarching marketing and communications strategic plan, including key message creation
  • Produced engaging content for newsletters, including photo features, in season recaps, trip highlights, new trip previews, fast facts, and crew profiles
  • Copywriting for brochure content
  • Advised on usability and sales enhancements for website
  • Managed and increased social media presence, including contest creation
  • Developed press communications schedule and wrote and distributed press releases through our networks of travel and mainstream media
  • Engaged in continual direct outreach to targeted media
  • Produced media kit
  • Organized press trips for journalists
  • Worked closely with DMOs to co-share costs for press trips
  • Hosted press trip with targeted media
  • Organized public and media sailings
  • Award applications

The Results


Media Coverage

Bannikin secured media coverage in the Toronto Star, Los Angeles Times, PAX Magazine, Victoria Times, Edmonton Journal, Explore Magazine and The Province.

Hosted journalists from Toronto Star, Canadian Traveler, Zoomer Magazine, The Province, Explore Magazine


Increased Engagement

Significantly increased engagement across all social media channels, hosted contests, increased newsletter sign-ups


MARKETING & Recognition

Outer Shores Expeditions sold out its entire 2014 expedition season, has currently sold approximately 75% of its 2015 sailings.

Outer Shores was awarded the Travel Industry Association of Canada’s Canadian Tourism Award for Sustainable Tourism and the 2015 Tourism Vancouver Island ‘Tourism Sustainability Award’

We should chat.

We’re always on the lookout for clever companies who could use a little help. Give us a shout and let’s talk about how we can work together.

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