138% increase in traffic for flight deal subscription service
The challenge
Next Vacay challenged us with growing their organic traffic in the US, highlighting that the site was being held back due to low authority, DA, and trust signals. Using Digital PR, the goal was to focus on priority categories like "long haul flights" which was a core category term for them. Next Vacay also came to us to help drive brand awareness - they wanted a Digital PR campaign which boosted authority and awareness.
A mix of always on and creative PR to drive online signals
What we did
Across a 12 month period, we ran always on reactive PR jumping on travel trends, from airport chaos, to trending destinations to build media signals and links back to Next Vacays site. This was using data and commentary at speed. We commented on everything from the latest TikTok trends of the most popular national landmarks to what to do if your luggage is lost.
Whilst that was happening, we also built 6 data campaigns and 2 large creative campaigns in order to drive larger brand signals and engagement.
Our biggest campaign was called SOS hotspots and it was centred around driving growth to the "Long Haul Flights" category. The campaign was both a data and creative OOH campaign reacting to the tourist decline in certain destinations post-COVID covid such as the Philippines, Barbados and more. These were long-haul destinations that were popular for Next Vacay but had seen a decline in demand. We ran a campaign to highlight that these countries need you and your tourism with a "a great deal for you means a great deal for them" message. We wrote SOS and HELP messages in the sands of the most affected areas post-COVID.
We also launched a Fight Your Fears campaign visualising the most common fears holding people back from travelling including fear of flying, bugs and spiders, heights and deep water.
Campaigns that Ad Age spoke about
The results
In the year, we landed over 350 media placements of which 300 of them linked back to the website's campaigns and category pages that we were strategically growing. We were featured in the Washington Post, CNBC, Business Insider, to name a few, which increased the domain authority by 35%. A huge 70% of the links we built were also followed, which helped drive a huge increase in pos 1 and 2 rankings on Google.
We also saw a 320% increase in top 1 and 2 positions, a 370% increase in rankings overall and 138% in traffic to the site.
