Success stories

Pictured Rocks Cruises

Munising, Michigan

Locally owned and operated Pictured Rocks Cruises has been offering a unique and stunning view of Pictured Rocks National Lakeshore for over 50 years. New social media techniques, an updated website and a strong business model have contributed to their continued success and elevated their tourism brand.

Every season, the company operates five cruise boats and supports up to 50 seasonal employees. As a team they strive to show their passion for the Upper Peninsula and the beauty of the lakeshore by offering several tours daily during the summer and early autumn months.

Pictured Rocks Cruises has been successful and highly-regarded as one of the best tour boat operations in Michigan because of their ability to make tours memorable, as well as informative. Fully committed to the local community, the company often donates cruises for fundraising efforts and recently offered a day of free cruises for all Upper Michigan residents. Northern Initiatives and Pictured Rock Cruises have worked together since January 2012, NI supports their business and community values and continues to help them expand.

In May 2012, Pictured Rocks Cruises launched a new logo along with a new website with the ability to purchase tickets online. E-commerce has given Pictured Rocks Cruises’ the ability to reach a larger audience, make customer service more convenient, and at the same time increase awareness of the Pictured Rocks National Lakeshore. Along with the e-commerce website, NI has assisted the business with a restructured Facebook campaign. Through social media, Pictured Rocks Cruises has a new communication channel resulting in a stronger connection to their customer base. Through the use of new social media techniques, their updated website and a strong business model Pictured Rock Cruises has continued its success and elevated its tourism brand.

Pictured Rocks Cruises Impacts:

  • Launched Online Ticketing
  • Rebranded with New Logo and Website
  • Projected 5% increase in ticket sales
  • Jobs Retained: 25 FTE


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