Abstract
This paper takes a novel approach in applying institutional theory to the Antarctic context. The case study is a conservation charity with heritage sites on the Antarctic continent. A membership organisation with events, podcasts and blogs it also manages visits to its sites by a limited number of cruise ships every year. The challenge for the charity is to meet their aim of bringing the Antarctic closer to wider and more diverse audiences through sustainable means without impacting on the environment in the process. The use of institutional theory illustrates the unique properties of the Antarctic environment – and the inevitable challenges and opportunties this involves.