Global Index on Relaxation Around the World Results in 100+ Pieces of Coverage

Lastminute.com

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Summary

An online travel retailer, Lastminute.com has over 90 million unique monthly users, and offers global flights and hotel deals.

Key Points

43 Follow Links

112 Pieces of Coverage

Client Placement on Daily Mail, MSN and Lonely Planet

Challenge

Lastminute.com join Kaizen’s existing profile of incredible travel brands, which includes TUI’s Crystal Ski, GetGoing travel insurance, and Travelopia brands Hays & Jarvis, Citalia and Sovereign Luxury Travel.

The key to creating linkable travel campaigns is to avoid product-heavy data, and instead create a story-led piece. We achieved this by looking at some of the destinations that lastminute.com offers, and creating a unique data index on them based on key metrics.

Result

As part of their content marketing strategy with Kaizen, we created a campaign on the most chilled out countries around the world, based on metrics such as environment, culture and human rights.

The campaign earned 43 follow links, and over 100 pieces of coverage in total. Top-tier coverage included the Daily Mail Australia, MSN and Lonely Planet, as well as numerous top-tier international sites.

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