Lake Michigan Carferry

Big Ship! More Fun!

The S.S. Badger is more than a ferry. It is a bucket list experience, a family tradition, and a summer highlight that connects Michigan and Wisconsin across Lake Michigan. When Lake Michigan Carferry brought LakeFX Media on board after the season launch, the challenge was clear: quickly ramp up marketing, expand audiences, and deliver measurable results in a compressed timeframe.

LakeFX Media deployed a comprehensive digital strategy that elevated visibility, grew engagement, and directly contributed to revenue growth. By aligning brand messaging, introducing creative storytelling, and leveraging digital platforms, we delivered strong outcomes across multiple channels.

  • Social Media Management

  • Email Marketing

  • Content Creation

  • Copy writing 

  • Graphic Design

  • Website Services 

  • Video Production

  • Photography

  • Meta Ads

Capabilities Used:

Our Strategy

Our goal was to strengthen awareness, drive ticket sales, and boost engagement throughout the sailing season. To make it happen, our creative and strategy teams developed and executed:

  • Social-first storytelling with Instagram Reels, Stories, giveaways, and time-sensitive content

  • Rebranded offers such as repositioning “mini-cruise” into “Great Lake Getaway,” creating clarity, new itineraries, and stronger perceived value

  • Video storytelling and testimonials highlighting real passenger experiences, scenic beauty, and shoreline cruises

  • High-performing display ads and YouTube pre-rolls to maximize impressions, clicks, and traffic

  • Introduced Captain Conrad as a recurring character and brand personality, transforming him into an iconic part of the Badger experience and strengthening both engagement and brand recognition

Seasonal promotions such as giveaways that drove massive impressions, shares, and follower growth while collecting valuable emails and phone numbers

The Heart of the Hull

We quickly realized that Captain Conrad, the S.S. Badger’s cheerful mascot, was an underutilized gem. So we set him sail, welcoming passengers onboard, marching in parades, and taking over our social media. With his infectious smile and boundless charm, Captain Conrad became an instant favorite wherever he went.

+ 65%

Website
Traffic

Website views increased by 65%, with unique visitors up 62% early in the season, followed by continued growth through August

+12%

Sales
Increase

FareHarbor reported a 12 percent sales increase from May to July and a 7.71 percent increase from July to August compared to last year, directly tied to LakeFX marketing efforts

39%

Email
Open Rate

18 total campaigns delivered average open rates of 38 to 39 percent, consistently above industry benchmarks

+192,000

Sweepstakes
Impressions

Two major campaigns generated more than 192,000 impressions, 22,700 interactions, and significant list growth, with the August giveaway alone reaching 142,600 people and earning 10,176 interactions

“

It is with great pleasure that I recommend Lake FX Media for their outstanding creative and media services provided to the Lake Michigan Carferry and the S.S. Badger. Their contributions have been instrumental in showcasing the historic vessel's unique value and enhancing our marketing efforts to the public.

Lake FX Media is a professional and highly talented creative agency. Their expertise in video production, branding, advertising, and marketing made them the ideal partner to help us communicate the authentic experience of traveling on the S.S. Badger. Their team consistently demonstrated an ability to produce compelling, high-quality content that effectively brought the history and legacy of our historic steamship to life.

Thom Hawely
Public Relations & Former Executive Director
Lake Michigan Carferry

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Social Strategy

To keep the S.S. Badger top of mind, we posted daily across platforms, sharing customer photos, local events, and original content that highlighted the ship's unique experiences and personal stories from passengers. With engaging copy, active comment interaction, and SEO-driven video content on Facebook, Instagram, TikTok, and YouTube, we found audiences connecting with the Badger and its history like never before.

+114%

Instagram
Interactions

2.11M+

Organic Facebook Impressions

+17.3%

Facebook Engagement

+8%

TikTok New Followers

Facebook
New Followers

+3%

Instagram
New Followers

+3%

A single drop can stir the ocean. Think what we can do together.

LET’S MAKE WAVES