A Retail-Ready Digital Experience for an Ulta-Exclusive Body Care Launch

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110k

Monthly Meta Revenue

263%

Year-Over-Year Revenue Growth

223%

Year-Over-Year Booking Growth

6.82x

Peak Purchase ROAS

the challenge

Sea Suite Cruises had the product, the markets, and the demand. What it didn’t have was a consistent paid media system built to capitalize on any of it. The recreational boating brand operates across Washington D.C., Annapolis, and Richmond, selling experiences in a category where seasonality matters, booking windows matter, and timing is basically everything.

Paid media had historically been managed in-house by a marketing team already doing everything else. Campaigns ran, then stopped. Creative came through in bursts. Annual planning was limited. And spend wasn’t consistently mapped to the moments most likely to drive reservations. That matters when your business has a very real peak season. It matters even more when the tourism economy gets unpredictable.

Sea Suite Cruises didn’t need to simply “run more ads.” It needed a smarter system behind the spend it already had. On Meta, the opportunity was clear: the audience existed, the demand existed, but the infrastructure to turn both into consistent bookings did not.

the goals

The brief was bigger than “get more bookings.” We needed to build a paid social engine that could create demand before peak season, capture it when intent was highest, and keep the brand visible through the shoulder months instead of waiting for the calendar to tell us when to show up.

That meant building awareness across three very different markets without forcing D.C., Richmond, and Annapolis into the same strategy. It meant getting ahead of peak season by driving reservations before summer demand hit full force. And it meant creating an annual campaign plan tied to actual booking behavior, seasonal moments, and high-intent occasions.

In short, the goal was to stop treating Meta like an on-off switch and start treating it like a growth channel.

the solution

The 21st Agency rebuilt Meta around consistency, creative, and timing. Instead of running campaigns in bursts, we created an always-active system built around audience segmentation, occasion-based campaigns, retargeting, and a creative process where every ad had a clear job to do.

Campaigns were mapped against Sea Suite Cruises’ actual booking cycle, allowing us to build demand ahead of peak season, stay visible through the shoulder months, and scale when seasonal intent was highest. Each campaign had its own objective, audience logic, and role within the larger funnel, so awareness, prospecting, and retargeting could work together instead of competing for the same budget.

Creative followed the same strategy. Rather than relying on generic brand messaging, campaigns tapped into the reasons people actually book: birthdays, group outings, summer plans, and getting on the water. The unlock wasn’t a dramatic budget increase. The spend was already there. What changed was the structure, consistency, and intention behind it. Once the channel had the right system in place, performance had room to compound.

the results

The result wasn’t one great month. It was a Meta channel operating at a completely different level. From March through July 2026, revenue grew from $48.1K to more than $110K per month, with May, June, and July each generating six figures in Meta-attributed revenue. Efficiency strengthened alongside that growth, with ROAS climbing from 3.19x in March to 6.82x in June.

By July, the year-over-year difference showed just how much the channel had changed. Meta-attributed revenue reached $110,923, up 263% from $30,550 the previous July, while bookings increased 223%, from 81 to 262. Even as booking volume more than tripled, cost per booking decreased 16%, from $91.47 to $76.77, while purchase ROAS improved from 4.12x to 5.52x.

That’s the real win. Sea Suite Cruises wasn’t simply spending more to manufacture growth. Meta was generating more demand, more bookings, and more revenue while becoming more efficient. Peak season may have delivered the headline numbers, but the performance was built months before it.