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Leading long-haul luxury travel specialist, Travelbag, was launched in 1979 with the specific aim of transforming the travel industry by creating a series of bespoke luxury holidays with a difference. Now the UK’s leading long-haul travel company, Travelbag is continuing to make waves in the travel industry.
To create a campaign to generate exposure for the Travelbag brand, improve the domain authority of its website and generate links from a variety of publications in various sectors including travel press.
Generating exposure for the Travelbag brand in a highly competitive market was a challenge, but one that the Koozai team welcomed from the beginning of the ideation and brainstorming stage. The Koozai team needed to create something interesting and exciting that would appeal to Travelbag’s audience and press alike. The key to this was developing an interactive piece of content that was both visually-rich and educational. The team decided this piece could help to achieve greater exposure, increase audience engagement and improve domain authority by securing a variety of high-quality links from the press (both national and specific educational sites). A mixture of supporting content could also be provided to assist with the Digital PR push.
Our Owned (SEO & Content) and Earned Media teams put their strategic heads together to create a collaborative campaign and an eye-catching, interactive hero piece of content, with the relevant PR hooks needed to generate press coverage from mainstream sites. The piece is called A Race of Discovery, and allows users to follow in the footsteps of famous explorers and compare their historical expeditions to modern-day travel. The audience can discover how the likes of Christopher Columbus and Amelia Earhart made their way across land and sea respectively, and how those famous adventures translate into the transportation of today.
A host of supporting pieces of content were also produced that linked to A Race of Discovery, serving as on-site content as well as additional hooks and angles that the Earned Media team could exploit as part of their outreach efforts. Earned Media also pitched a range of contributing articles that linked to supporting content as part of our outreach strategy for the campaign.
The Earned Media team used the many hooks within the piece to map out key dates, travellers’ birthdates and expedition/discovery dates for reactive PR opportunities in the form of “news jumping”. Sector hooks were researched and included education, travel, business and technology.
We created a pool of teachers to supply supporting statistics around education and geography/discovery as part of Key Stages 2 to 4. We created four dedicated, industry-specific press releases and hooks included the launch of an interactive educational tool for Key Stages 2 to 4. Overall, outreach generated 47 combined links to the Race of Discovery piece and supporting pieces.
Coverage to the piece and supporting content included:
We are delighted to work with Koozai and thrilled with the results that the Race of Discovery campaign generated. We were pleased to see the Travelbag brand mentioned in a variety of publications, including national titles, and are looking forward to seeing the results of our future campaigns with Koozai.Betsie Barr Brand and Campaign Marketing Manager