Cruising to the Top of AI Search

Faced with poor organic visibility against aggregator giants, heritage travel brand Hurtigruten and agency ROAST launched a pioneering campaign marrying core SEO with Generative Engine Optimisation (GEO). Aimed at premium "Modern Adventurers," the campaign sought to secure Algorithmic Inevitability - positioning Hurtigruten as the undisputed, cited "Source of Truth" for AI search engines and traditional search alike.

The strategy included restructuring the site's architecture into a Norwegian travel hub, engineered structured data for direct LLM citations, and optimised unlinked brand mentions. To overcome enterprise inertia and the unmapped technical frontier of GEO, ROAST ran cross-channel AI workshops, transforming search data into a collaborative catalyst for Hurtigruten's global PR and social teams.

The pioneering framework shattered all performance targets. Organic impressions surged by 45% (against a 20% target) and qualified traffic grew by 21% (against a 10% target). This high-intent traffic drove a 12% increase in year-over-year conversions, a 33% rise in booking completions, and an 8% increase in Average Order Value, ultimately fuelling a spectacular 36% jump in B2C web revenue.

This campaign moves past AI anxiety to establish a highly profitable, future-proof blueprint, transforming Hurtigruten into an unshakeable algorithmic monopoly.