Flying high with a national PR spotlight for Travelbag

Travelbag Screenshot


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.

The Brief

To create digital PR, content and SEO campaigns to generate significant online exposure for the Travelbag brand, to improve the domain authority of its website and to generate links from a variety of publications in various sectors including travel press.

Travelbag Image

The Challenge

Driving relevant online traffic, top tier media coverage and backlinks for the Travelbag brand in a highly competitive market was no mean feat. But it was a challenge that the Koozai team welcomed from the beginning. The Koozai team set out to create content, PR and SEO campaigns that were interesting, exciting and that would appeal to Travelbag’s audience and top tier online media alike. The key to this was developing a series of interactive  hero content assets that were  both visually-rich and educational. These assets needed to achieve greater exposure through targeting keywords, increase audience engagement and improve domain authority by securing a variety of high-quality links from the press. A mixture of supporting content could also be provided to assist with the Digital PR push.

How We Helped

Our SEO, PR and Content teams put their strategic heads together to create collaborative campaigns and an eye-catching, interactive hero content assets, with the relevant PR hooks needed to generate press coverage from mainstream sites. Once such piece was called ‘A Race of Discovery’, which allowed 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. Other hero content included an asset on the differences in travel etiquette across the world, as well as a landing page on movie filming locations timed for the Oscars.

Travelbag Screenshot
Travelbag Screenshot

What Happened Next

Our digital PR team then pushed the content out to the masses, by creating compelling data-led PR stories around each content asset to pique the interest of national, regional and specialist media. This included personalised pitched to key media national, regional, travel, lifestyle, business and technology media. We also worked with internal spokespeople to implement a ‘news jumping’ strategy, where we used data from the interactives to respond to key industry news. This strategy not only placed Travelbag at the heart of the news agenda, but also drove a flurry of topically relevant backlinks to their website.


Not only did the hero content assets we created rank competitively for key terms searched by our client’s target audiences, but our PR team also drove significant media placements around them – including 165 strong DA links. This included top tier media, such as the Daily Mail, the Daily Express, the Daily Mirror, Cosmopolitan, House Beautiful, The Resident, Travel Weekly and Small Business News, among other national and regional media placements.

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
  • 40 to 50 Increase in the site’s Domain Authority
  • 165+ Topically relevant backlinks secured  – including in the Daily Express, the Daily Mail, Cosmopolitan, House Beautiful, and many others
  •  15,498 unique page views views generated by one campaign

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