Case Study: Sending Fly Katmai's Ad Results Sky High
About the Client
Owned and operated by Sean Petersen and his family, Anchorage Aero is a new company with old Alaska aviation history. Sean’s father, Ray Petersen, arrived in Alaska in 1934 with a passion for flying and a desire to bring modern air transportation to rural Alaska. In the early 1950’s Ray and his partner, John Walatka started the Fly Katmai brand and partnered with the park service to set up fishing camps in Katmai’s best locations and called them Angler’s Paradise Lodges. To this day, The Petersen family continues to take tourists on flightseeing tours to Katmai National Park every summer.
About the Project
Having run ads in the past for the Fly Katmai brand, Anchorage Aero wanted to spend less time managing the ads themselves and reach a national audience in a greater capacity than they had been. While searching for an ad agency, they were recommended to connect with Orange Slice.
Following their initial meeting, Anchorage Aero chose to partner with Orange Slice in managing their digital ad spend on Google in 2021 and upgrading their online sales system to make it easier for users. All of this effort would be focused on maximizing the number of bookings in the 2021 summer season and then filling the calendar earlier in 2022.
Results
In the first season of running ads for Fly Katmai, Orange Slice was able to decrease their average cost per click, which allowed them to reduce their overall ad spend while both maintaining their results and diverting that ad spend to upgrading their website. The following year, these are the results Orange Slice achieved for Fly Katmai…
An increase in year-over-year impressions from 1.2M to 7.2M || 494% Increase
An increase in year-over-year clicks from 23K to 41K || 77.1% Increase
A decrease in average cost per click from $0.57 to $0.37 || 51.4% Decrease
An increase in year-over-year ad conversions from 80 to 143 || 75.5% Increase
Culminating in a 1.6% increase in bookings and an 11% increase in revenue
Orange Slice, over two summer seasons, was able to completely revamp the online purchasing experience in 2021 while maintaining ad results and then focused on boosting the ad results in 2022.
