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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.

Client
Summer Blues
Sector
Tourism, day tours, visual content, and paid acquisition
Period
One full operating season of production, paid support, and reporting
Responsibility
Visual production, campaign support, and analytics interpretation
Summer Blues catamaran in turquoise water with guests on board
Summer Blues catamaran with guests, aerial.
tourism paid-social content-production analytics conversion

Selected visuals

From the working archive

Aerial view of the Summer Blues catamaran during a swim stop
Swim stop on the day tour, aerial.
Guest diving from the Summer Blues catamaran into open water
A guest diving from the catamaran.

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.

For the underlying photography vertical that produced the catamaran visuals: yacht charter photography on the Adriatic. For how the asset library keeps compounding across seasons: Yacht Charter Visual Assets That Compound. For the broader operator-facing breakdown of what a real Adriatic yacht photography engagement looks like: Yacht Charter Photography on the Adriatic.