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Campaign Imminent: Lindblad Expeditions plans 2021 voyages after hiring CMO (Score 66)

 will support its Summer 2021 return to voyages with rebuilt marketing platform capabilities. In the company's latest earnings call, execs mentioned that most of its ad spend was suspended during Q4 2020, going primarily toward digital opportunities and high-ROI paid media channels. LE's spend is expected to pick back up in 2021, so sellers should get in touch soon to secure last-minute ad dollars for the year.

Since the beginning of 2021, Pathmatics reports the company has allocated roughly $1.2k toward digital ads, down significantly from the roughly $43.1k it allocated within the same 2020 timeframe. LE's estimated full-year 2020 spend of $56.5k only reached a sliver of that of $421.7k in 2019. It has earned around 208.6k digital impressions YTD via Facebook (74%) and desktop display (26%) ads. 88% of this year's desktop display ads have been placed via Amazon onto aol.com.

So, as you can see, the ship that is LE's spend is tanking. This will hopefully reverse now that the company's voyages are about to resume, especially considering its recent CMO hire. LE's reliance on Facebook ads shows that its typically female target demographic currently skews toward Gen-Z; however, it's also targeting visitors of AOL, who tend to be Gen-X and boomers. Per Kantar, LE additionally utilizes print and (as of 2020) local broadcast.

Agency & martech readers - We haven't heard of any roster shifts since the company appointed chief commercial and marketing officer David Goodman Titan Growth, from which it receives digital assistance.