We are very lucky to work with Cofton Holidays. After discussing strategy with the client, we noted a requirement to be visible to people looking for a UK-based holiday not just across the summer months, but in the winter too. They wanted to position themselves as a go-to family and couples’ holiday destination, year-round.
Koozai was tasked to improve consistent bookings throughout the year including off-peak times. This was to be done through our organic channels, incorporating SEO, content and PR.
Cofton Holidays wanted to achieve better ranking results, improve their website content and gain more visibility through media coverage.
The travel and tourism marketplace in the UK is teeming with competitors looking to achieve the same goal, so Koozai wanted Cofton to stand out.
The second challenge was around the global pandemic, the government enforced lockdown and the closure of businesses. In spite of this, we continued to work with Cofton Holidays throughout the period of lockdown, thinking of ways that we could increase visibility, with additional focus on producing effective PR campaigns.
Koozai worked with Cofton Holidays to create innovative and newsworthy PR stories, supplied keyword-targeted blog and website content and a plethora of on-site recommendations to ensure the site was as healthy as possible as we moved through lockdown and out the other side, as well as in the years’ ahead. The focus on PR was important as where holidays were shifting to more UK based, we had an opportunity to smash our goals and position Cofton as an unmissable UK staycation opportunity.
With the outreach strategy positioned as one of our main priorities, Koozai targeted well considered publications with the aim to position Cofton at the forefront of people’s minds and gain media coverage for when holidaymakers were confident to begin booking breaks again after the lockdown, as well as during subsequent years.
The hard work of Koozai’s PR team and Cofton Holidays was rewarded, achieving some fantastic coverage in both local and national publications. Our duck whistle campaign saw Cofton featured on both BBC News South West and BBC Spotlight, as well as numerous other publications including the Daily Mirror, BBC Devon Radio, the Western Morning News and more.
Overall, the reach from one of Koozai’s PR campaign totalled more than 36 million. We’ve also secured backlinks and media placements for Cofton in titles such as MSN News, The Sun, Manchester Evening News, the Liverpool Echo, My Weekly, the Daily Express, the Daily Record, Devon Live, the Daily Mirror, and BBC News – to name just a few!
'Koozai has really helped to highlight Cofton in a very difficult market, the coverage has been fantastic and has made a huge difference to our digital PR strategy, we’re certainly excited to continue working with them in the future.'Chris Jeffery Park Director
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