Following a competitive review, indie digital marketing agency Sparro by Brainlabs will lead strategy, planning, and buying across global markets for Aurora Expeditions, applying a data-led, audience-first approach to convert high-intent travellers for “once-in-a-lifetime” voyages to Antarctica, the Arctic, and other remote destinations.
The partnership comes as the certified B Corporation seeks to expand its global footprint. Sparro will manage the account with a heavy focus on data-driven strategy and full-funnel performance.
“The agency’s ability to navigate complex media landscapes and user journeys was a deciding factor in the appointment,” Aurora Expeditions’ CMO Katie Malone said.
“Aurora Expeditions offers a deeply personal and transformative product that requires a sophisticated approach to reach the right person at the right time. Sparro’s digitally-led, audience-first approach allows us to move beyond broad targeting and speak directly to those who share our values of education and conservation. We were impressed by their ability to use data to simplify the customer journey, ensuring that our purpose-led message resonates across every touchpoint,” Malone added.
The agency will implement a data and analytics framework to track and optimise performance across the entire funnel-from initial awareness of remote destinations like Antarctica and the Arctic, through to high-value bookings.
“In niche markets like expedition cruising, you can’t rely on ‘spray and pray’ media buying. Success is found in the granularity of the data. Our focus is on identifying and capturing very specific, high-intent audiences and then using advanced analytics to understand how they move through the funnel. By aligning our data strategy with Aurora’s values, we aren’t just driving clicks; we’re driving measurable results and long-term brand equity for a business that is truly a leader in its field,” Sparro by Brainlabs’ co-founder Cameron Bryant added.
Sparro by Brainlabs now manages over $250 million in annual advertising spend, specialising in evolving media models to meet the integrated needs of modern, performance-focussed brands.
Aurora Expeditions appointed Madeline Georgiadis as global director of PR and communications earlier this year.
Former P&O marketing boss Katie Malone joined Aurora Expeditions as its chief marketing officer in August 2025.
In 2021, Sparro acquired hybrid creative and content production agency, Jack Nimble, with a client roster that includes Spotify, American Express, LinkedIn, Netflix, Bond University, Gumtree, Destination NSW, Canva and ASICS. Combined, the agency group represents a collective of over 120 people.
In 2024, Sparro and Jack Nimble were acquired by Brainlabs, a global, independent integrated media agency. Brainlabs applies a scientific approach and pioneering use of AI to help results-driven advertisers scale, and today has a team of over 1,000 people across five continents serving brands such as Capital One, Bozzuto, UNICEF USA, and Hornblow.
