HX Expeditions Taps Soda Communications for ANZ PR

The appointment of a new public relations partner might sound behind the scenes, yet for guests it shapes what stories reach you, when they appear, and how clearly they explain value. With a seasoned PR team guiding the message, expect crisper details about ships, science, and sustainability to filter through consumer and trade media across Australia and New Zealand.

With its 130th year on the horizon, HX Expeditions is entering a reflective and forward-looking phase that blends heritage with momentum. Milestones like this are not just dates, they are cues for clearer storytelling about what sets an expedition line apart. As the brand signals its next era, a focused media strategy ensures travellers see more of the practical advantages that matter, from how shore days are structured to what learning opportunities are available onboard.

Why PR Matters in Expedition Cruising

Expedition cruising sells an experience that is equal parts destination, discovery, and dialogue with nature, which means thoughtful explanation is essential. A PR partner translates complex ideas, for example citizen science programs, into everyday language that helps guests decide if a voyage fits their style. The outcome is simple, better media coverage that reduces guesswork when you are comparing lines and seasons.

What Changes Guests Might Notice

You may notice more feature articles that connect the ships to their missions, more interviews with captains and expedition leaders, and fresher social content that brings remote places to life. Expect clearer updates about fleet movements, itinerary nuances, and the rhythm of life at sea during true expedition days. In short, better information reaches you earlier, which helps you plan with confidence.

Who Is HX, and Who Is Soda Communications

Before you pick a voyage, it helps to know the players behind the headlines. The cruise company brings a long legacy of polar and global exploration, while the agency brings a knack for shaping stories that land across multiple audiences and platforms.

Pioneers With a Scientific Pulse

The line consistently threads sustainability, science, and education through its operations so every sailing becomes a learning journey as well as a holiday. On average, the company donates more than 1,900 free cruise nights to scientists each year, a tangible contribution that accelerates research outcomes at sea. It also runs the HX Foundation, a standalone charity that supports community projects in education and marine conservation, ensuring benefits flow back to the regions visited.

Five Ships, 250 Destinations, Pole to Pole

A five-ship fleet gives the brand the agility to reach over 250 destinations across more than 30 countries, and the credibility to claim pole-to-pole expertise. Variety is the point, a typical season might feature the Arctic’s ice-laced channels, temperate wildlife corridors, and classic Antarctic circuits. This breadth lets travellers match ambitions to the right sailing, whether they are new to expeditions or returning for a deeper dive.

Soda’s Cross-Sector Storytelling

Soda Communications is not a travel-only shop, which is useful when a brand has stories that belong in business pages, science sections, lifestyle features, and social feeds. The agency’s brief spans B2B and B2C media relations, so trade partners hear what they need at the same time consumers discover fresh reasons to book. Expect creative angles that move beyond ship specs into human stories, trends, and playful facts that spark dinner-table conversation.

How Media Coverage May Evolve in Australia and New Zealand

With a local agency in the mix, coverage should feel closer to home without losing its global lens. The aim is practical storytelling that helps travellers in Sydney, Auckland, and abroad understand what an expedition calendar looks like and how to choose wisely.

Sharper Story Angles for Trade and Consumers

Trade titles are likely to see data-rich insights about demand cycles, itinerary patterns, and training resources that support advisors. Consumer outlets should receive clearer explainers about cabins and gear, how landing operations work, and what a typical day looks like in remote regions. When both sides of the market are well briefed, guests feel that alignment in the advice they receive.

More Science and Sustainability in the Headlines

Expect regular features that highlight the company’s hybrid ships, its early move to eliminate heavy fuel oils, and its ban on unnecessary single-use plastics. These are not abstract claims, they are operational choices that cut emissions, reduce waste, and keep sensitive environments front of mind. When media explain the why behind those choices, travellers can connect the dots between values and voyage style.

Spotlight on Remote Icons, From Svalbard to Antarctica

Good PR knows a memorable detail when it sees one, from Svalbard’s curious ratio of polar bears to people, to Antarctica’s vast penguin populations estimated in the many millions. Stories like these make expedition concepts feel tangible to families and first-timers. Framed well, they also help you pick the right month and region for the wildlife moments you care about most.

What Travellers Can Expect From the Partnership

A strong agency partnership does not change the essence of an expedition, it amplifies the parts you might otherwise miss. In practice, that means earlier awareness, better education, and less friction when planning.

Clearer, Earlier Itinerary Information

Voyage pages and media mentions should align more closely, which is reassuring when you are weighing school calendars, annual leave, and weather windows. Expect improved clarity around deployment, the purpose of each itinerary, and how sea days balance with shore operations. The more specific the information, the easier it is to match your goals to the right sailing.

Education Front and Centre

Because science and learning sit at the core of the brand, you can expect more coverage of onboard lectures, research collaborations, and hands-on activities. This does not make the trips academic, it simply enriches them for guests of all ages. When you know what to expect, you pack better, ask better questions, and get more from every landing.

A Broader Conversation Beyond Travel Pages

With an agency that loves news and trends, stories should reach places they have not reached before, including business, innovation, and environmental desks. That diversity brings in new travellers who might not have considered an expedition holiday. It also helps returning guests keep learning between voyages.

Before you dive into dates, take a quick look at current sailings and compare routes that align with the regions you are curious about. Our Cruise Finder makes that scan simple, you can explore by destination and season.

If you are choosing between polar routes or temperate sailings, use the filters to see which ships operate where and when. You will also get a sense of how itineraries cluster around wildlife highlights, which is useful if penguins, whales, or Arctic foxes are on your list.

Take the Next Step With a Tailored Plan

When you are ready to match your travel window to a specific voyage, we can help you translate media headlines into a personalised plan. We work with travellers in Australia, New Zealand, and around the world, so your advice will reflect both local logistics and global best practice. 

Tell us the wildlife you hope to see, the level of comfort you prefer in your staterooms, and the length of time you can be away, then we will build a short list that fits. To get started, reach out to a cruise specialist and we will line up options that make sense for you.