Case study Summer Blues

Summer Blues: Building Content and Paid Acquisition Around a Split Catamaran Experience

A full-season mix of tourism content production, paid social support, and analytics education for a fast-decision day-tour product in Split.

A direct hero visual for the offer: the boat, the water, the atmosphere, and the day-tour value in one frame.

Client

Summer Blues

Sector

Tourism, day tours, visual content, and paid acquisition

Engagement

One full operating season of production, paid support, and reporting

Role

Visual production, campaign support, and analytics interpretation

tourism paid-social content-production analytics conversion

Selected visuals

From the working archive

Aerial view of the Summer Blues catamaran during a swim stop — A strong tourism-conversion image because it instantly communicates the experience buyers were paying for.

Guest diving from the Summer Blues catamaran into open water — Action imagery that helps turn a generic boat trip into a vivid, high-emotion tourism product.

Summary

Summer Blues was a Split day-tour catamaran product selling a short-decision tourism experience.

Ivan Boban worked through one full season across visuals, paid social, and performance reporting.

Situation

This was not a brand campaign with a long consideration window.

Most buyers were on mobile, close to booking, and deciding fast.

The content had to prove:

the boat
the atmosphere
the route and stops
the value of the day

Paid media also had to be judged against bookings and revenue, not just likes or reach.

What Ivan delivered

Across the season, Ivan produced:

hero photo batches and campaign-ready visual content
social copy and creative variations
paid social reporting and optimization
interpretation of booking behavior, device behavior, and audience signals
a clearer measurement discipline for the client

The resulting content library was strong enough that parts of it are still in use four years later.

Outcome

The work succeeded because it sold the experience clearly and quickly.

Season reporting recorded approximately:

4,497 EUR attributed social revenue
518 EUR ad spend
around 8x ROAS on average

Monthly snapshots also reached roughly 7x to 18x ROAS.

The paid channel became commercially serious enough to sit in the same conversation as OTA economics instead of being treated like a vanity side channel.

Just as importantly, the client finished the season with a better read on destinations, mobile behavior, attribution limits, and what to test next.

This was not content built for likes.

It was content built to help fill a boat.