Case studies for Travel PR brands
James Villas PR Case Study
Modernising a legacy brand, for appeal with new, younger markets
The brief:
To manage all press-office function with particular focus on shifting brand- sentiment – to help raise awareness of the affordability and accessibility of a James Villas holiday, without alienating the core luxury customer base.
The strategy:
Focus on value proposition and cost-benefits of a villa vs hotel stay. Campaign spanned press releases, newsjacking, press trips and influencer campaigns. Media list including national travel sections, consumer online sites, key family titles, regional and travel trade press.
The results:
Exceeded coverage targets by 20%, securing 283 pieces over a 12-month campaign, 42% of which was national. Potential reach of coverage was more than 800m.
Malting Farm Cabins PR Case Study
Launching a new brand to the UK staycation market
The brief:
Create brand awareness for a new collection of cabins and glamping glade on a working-farm, launched at the back-end of Covid. Generate coverage with direct-booking call to action to reduce reliance on listings sites.
The strategy:
Pitch the brand as the ‘best kept secret only an hour from London’ – utilising strong imagery and the changed consumer demands, post-lockdown, including reduced flying, being in the fresh air, having your own private space and facilities, with time and space to come together with friends and family. Campaign included feature sell-in, image stories, newsjacking and commentary, and brand partnerships.
The results:
Press coverage secured was double the KPI’s for the project, with 67 pieces secured over the campaign. Style photo-shoots were held on-site with Country Living magazine and a brand-partnership with Crew Clothing secured thousands of new email addresses for the database. Top-tier media coverage included OK!, The Times, Cosmopolitan, Evening Standard, The Guardian and The Sun, total potential reach was 197m.
The Adventure People PR Case Study
Creating brand awareness and market-authority for an adventure travel site
The brief:
Working with an adventure travel aggregate to create brand-recognition and authority in the sector. Prioritising placement of an exclusive collection of tours such as Kilimanjaro and Everest Base Camp, with key goals to grow organic brand search traffic and thus help google rankings.
The strategy:
Combining on and offline media relations to create brand trust and recognition, whilst generating digital hits to directly benefit site authority. Data focused content pieces and commentary were issued on topics such as solo travel, gap years, adventure tourism, exploring the unknown, and sustainable travel. Tactical deals ensured regular product placement and press trips were facilitated with top-tier media on priority tours.
The results:
139 pieces of coverage with potential reach of 579m. 14 new unique referring links, with an average DA of 70. Over a six-month campaign, organic search traffic tripled.
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Travel brands I’ve worked with:
