The Lifestyle Agency was appointed to launch Minimal Impact Expeditions, a pioneering new entrant in the luxury travel space, offering near-zero-impact polar expeditions. The brief was to deliver a strategic PR and media campaign to position the brand as a category-defining leader in sustainable exploration, targeting high-net-worth, experience-led travellers.

The agency was tasked with establishing Minimal Impact Expeditions as an innovative and credible alternative to traditional expedition cruising, highlighting its unique proposition of combining luxury with ultra-low environmental impact. The strategy focused on generating global awareness, securing high-quality editorial coverage, and building a strong brand narrative rooted in sustainability, innovation, and immersive travel.

The dedicated press team at TLA executed a targeted media relations campaign, combining product storytelling with founder profiling to bring the brand’s vision to life. A key focus was positioning founder Heather Thorkelson as a credible voice within sustainable travel, supported through a programme of media briefings, interviews, and thought-leadership opportunities.

The campaign secured high-impact coverage across travel, luxury, and sustainability media, including The Times, The Sunday Times and The Independent (via Simon Calder's Independent Podcast), alongside a breadth of digital and trade titles.

TLA also facilitated media meet-and-greets and secured speaking opportunities for Heather Thorkelson, including the Better World Symposium and engagement with The Dura Society, directly reaching high-net-worth audiences.

The campaign delivered a combined audience reach of over 22.7 million, successfully establishing Minimal Impact Expeditions as a disruptive new player in the sustainable luxury travel space.