Global Index on Relaxation Around the World Results in 100+ Pieces of Coverage
Lastminute.com
Summary
40 SEO-value links
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.
