b'Related to the Pandemic The measured return on the social media ads for July through October was beyond any we have seen to date, and to our future benefi t, the buyers represented young locals who were new to Classic Harbor Line.Photo credit: Nick MartinSOCIAL MEDIA AND INFLUENCERS ARE KEYWe also made a choice to retain our publicTo gap the hole between public ticketed cruiseswas a way to capture some version of that. relations agent.Over time, we found that theandprivatechartersandtheoverwhelmingSince we were restricted to low capacities, most attainable press was not your traditionalneed for safety for some buyers, we createdthe numbers worked in concert with what travelandleisurewriter,buttheyoungera series of reduced buy out options on ourwe were permitted to host aboard to begin freelancerortravelandlifestyleinfl uencercalendar. This was a ticket type, such that if awith. whoproducedcontentprimarilyonsocialguest purchased it, the entire boat was secured media. They were more comfortable, literally,privately for them and their family or closeLOCALS FILL GAP LEFT BY TOURISTSto join a cruise, so pursuing them had a moregroupoffriends. ThiswasnotsomethingGiventhelackoftourists,wewere likely positive outcome.Additionally, thesewe thought we would need for the year, butamazedtoseehowmanyaffiliatessales freelance infl uencers are more likely to becomewhen it became clear that corporate charterwe still got through third quarter and the part of our affiliate networks as re-sellers, sobusiness was not happening anytime soon, itfourthquarteraswell. Werecognized thisadditionallyhelpeddevelopthatsales vertical for us.As you can imagine, this further helpedcultivateouryoungerdeveloping demographic,becausetheirfollowersare typically of their demographic.Overtheyears,wehavebeenfortunatetoRELAX. THIS JOURNEYS haveagreatlocalrepeatguestfollowing. POWERED BY CATERPILLAR.They have a healthy history of making use of our e-newsletter and our special off ers. We migrated our local e-newsletters from a regularWhen your cargo can talk, the stakes are high. When Tuesday noonish push to a Friday, Saturdayyou choose Caterpillar, you dont have to worry about meeting your passengers high expectations for and Sunday morning push. We focused ourreliable, safe, clean operation. Our engines set the content on what was available that day andstandard, so everyone can sit back and enjoy the ride.included day of off ers for capacities we had available. Weoccasionallyhadmid-week Learn more about our Ferry contentforthosewhohadtheconfi denceand Cruise solutionstoplanahead,butthesensewegotfrom buyer purchase behavior was that the buyers inourareaweretentativeaboutmaking commitments beyond a day or two. For more information, visit www.cat.com/marine 2020 Caterpillar. All Rights Reserved. CAT, CATERPILLAR, LETS DO THE WORK, their respective logos, Caterpillar Yellow, the Power Edge and Cat Modern Hex trade dress as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.FEB 2021 11 FOGHORN FOCUS'