Drawing on French maritime heritage and expedition-led exploration, the PONANT EXPLORATIONS GROUP operates a fleet of small ships and polar-capable vessels sailing to some of the world’s most inaccessible regions — from Antarctica and the Arctic to the Kimberley, Papua New Guinea and the Amazon. Voyages combine scientific expertise, environmental stewardship and high-end hospitality, positioning the brand at the cerebral end of luxury travel rather than traditional cruising.
PONANT EXPLORATIONS GROUP approached Spotlight because of their reputed deep connections within the UK luxury media landscape but their personal, proactive, strategic and agile approach is also second to none.
– Alexandra Olivari, Director of Communications
Working with PONANT to accelerate its profile in Britain as international growth accelerates, Spotlight’s strategy focuses on reshaping the perception of cruising for UK audiences — emphasising small-ship access, scientific leadership and responsible exploration — while educating editors and travellers unfamiliar with expedition travel but drawn to remote destinations and intellectually driven journeys.
Campaigns spotlight what truly differentiates the brand: glaciologists and marine biologists on board, polar navigation, Indigenous partnerships and routes unreachable by large ships. Editorial angles move beyond ship launches to focus on the landscapes, research and cultural encounters that define each voyage, positioning PONANT as an authority on exploration rather than entertainment at sea.
Working with British travel editors, writers, broadcasters and trade specialists, Spotlight places PONANT in front of audiences with an appetite for adventure, science and climate-aware tourism. The strategy prioritises deep-dive interviews with expedition leaders and executives, alongside carefully curated sailings for journalists new to expedition cruising — widening the category while protecting its premium credentials.
Spotlight runs phased, science-led UK campaigns that position PONANT as the reference point for expedition cruising rather than a participant in the category. Editorial programmes are timed around polar seasons, new-ship launches and research partnerships, while senior leadership and expedition teams are profiled across science, sustainability and business media — not only travel desks.
By sequencing access to glaciologists, onboard laboratories and polar navigators alongside long-form reporting and broadcast opportunities, we build authority with editors shaping conversations about climate, exploration and responsible tourism. The result is sustained market presence that supports agent education, drives credibility with first-time expedition travellers, and embeds PONANT in how the UK understands the future of remote-region travel.
Ponant Le Champlain: An immersive Caribbean Experience
– Rachel Roberts, The Week
I've found the best way to way to explore the Caribbean's hidden islands
– Qin Xie, The Times
This Seychelles cruise skips the resorts and goes off grid
- Karlina Valieko, National Geographic
Start the conversation by emailing us at hello@spotlightcoms.com and let us know your requirements and ambitions – we’d love to hear from you.