Issuu Case Study: Island Cruising NZ

How Island Cruising NZ Quadrupled Their Customer Base with Issuu

Meet Island Cruising NZ

Island Cruising NZ is a nautical adventure company that has been captivating sailors for over three decades. As a premier yacht rally provider charting a course through the South Pacific, Island Cruising guides sailors in preparing both their boats and themselves for unforgettable coastal and offshore odysseys.

With the mission of being a source of support, education, and connection, Island Cruising now puts digital content as the core of their overall business and marketing strategy. When Viki Moore, Managing Director, took over the company in 2021, she started out struggling with distributing their monthly magazine to readers through an email newsletter. Sending image-heavy PDFs was a down-right Sisyphean task: complicated, challenging, and burdensome.

Leveraging the power of Issuu, the company has successfully navigated the digital seas, expanding their customer base, amplifying their social media presence, and boosting advertising opportunities, all while making every voyage a memorable one for their audience.

We’ve quadrupled the size of our business since I started ramping up our media efforts; the use of Issuu has had a lot to do with this growth, and it has enabled my content to look more professional.

- Viki

Director

Moore, Managing

at Island Cruising

Content Marketing Challenges

As a purveyor of oceanic adventures, Island Cruising faced the challenge of navigating the digital sea of content marketing. With so many channels of communication to reach their audience, it was a daunting task to keep up with all the content and present it in an accessible format for sailors to easily find and reference.

The pandemic posed yet another hurdle, with COVID-19 border closures hindering participation in Island Cruising's events. Despite having a dedicated following, the business struggled to stay afloat.

Despite all odds, Viki was determined to steer Island Cruising toward success; she intended to replicate the previous approach of distributing a PDF newsletter. But sending it as an attachment was problematic as the file size was too large for email and the website couldn't handle it.

That's when Issuu proved to be a lifesaver. The switch from PDF to digital flipbook has garnered positive feedback, making Island Cruising's newsletter look professional and ultimately elevating the company's brand image and digital presence.

A User-Friendly Solution

Island Cruising's journey to finding the optimal digital platform to elevate their content creation-to-distribution efforts was ignited by a recommendation from a trusted friend, whose work was nothing short of impressive. This sparked Viki’s curiosity, and a personalized training session with Issuu’s customer success team sealed the deal.

Everyone loves that we’re using Issuu – the readers and also our advertisers! It helps me get more sponsors on board and grow my business in all directions.

- Viki Moore, Managing Director at Island Cruising

With a passion for crafting engaging content and chronicling the fantastic adventures of their rally participants in the Pacific, Island Cruising found the perfect solution in Issuu – top-notch creation, transformation, and distribution in a seamless workflow. The platform's user-friendly interface allows for quick and effortless publication of their monthly online sailing magazine that serves as a continuous source of inspiration and information for sailors around the world.

Leveraging Issuu’s powerful suite of features and unparalleled customer support has made it possible for Island Cruising to transform their print-based operation into a digital one. Issuu makes publishing and sharing the company’s monthly magazine quick and effortless, enabling Island Cruising to easily share new sailing adventures and keep followers engaged on every device.

With Issuu’s all-in-platform at their fingertips, Island Cruising was finally able to spread their message and share awe-inspiring sailing stories in just a few clicks. Issuu changed the way the company engages and immerses readers, too. Interactive features like Fullscreen Sharing, QR codes, and Links are bringing the magazine’s content to life like never before.

And Issuu’s top-notch distribution capabilities quickly proved to be not only user-friendly but an essential step in Island Cruising’s workflow, too. New publications are delivered to readers via custom email campaigns, with Articles being the primary feature used in engaging audiences across multiple social channels.

- Viki Moore, Managing Director at Island Cruising

I spend a lot of time and effort producing good-quality content, but the way Issuu allows me to share it is immensely helpful.

Key Results

Within a year of using Issuu, Island Cruising has successfully streamlined and strengthened their content distribution strategy and ultimately quadrupled their customer base. But it doesn’t stop there.

Island Cruising was also able to:

I love creating interesting content and writing stories. Issuu helps me to be able to share some of the fantastic experiences our rally participants have when they sail up to the Pacific. I’d highly recommend Issuu.

- Viki Moore, Managing Director at Island Cruising

reach by linking the magazine on website and in the newsletter

Distribute their monthly content-heavy magazine in a matter of seconds across multiple channels with a simple link

Increase numbers significantly across the entire business, including social media following, advertisers, membership, and rally participants