Client: UKcaravans4hire.com
Client overview:
UKcaravans4hire.com is the UK’s only listing platform specifically targeting static caravan hire, which also offers an online booking system.
Key stats:
– Over 40 pieces of press coverage achieved
– Reach of 42.3 million
– Website visitors quadrupled in the lead-up to Christmas
– Average domain authority for press coverage of 66
Campaign overview/brief:
Having supported UKcaravans4hire.com in early 2020 with press office activity, we developed a full digital PR strategy based on an in-depth analysis of the travel industry and competitor activity. With the objectives in mind, we proposed a range of activities including ongoing press office support, data-led PR campaigns and the creation of bespoke onsite content with dedicated keywords in mind.
Launching digital PR campaigns for UKcaravans4hire.com was particularly challenging as our relationship coincided with the pandemic and various rules around lockdowns meaning the news agenda surrounding the industry wasn’t really open to actively promoting travel of any kind. But with some travel allowed in the UK, we sought to increase awareness of UKcaravan4hire through digital PR campaigns, including this campaign where we identified “The best places to stargaze in the UK”.
This campaign also coincided with a December meteor shower, allowing us to issue the content out to press over a longer period of time and link in with trending news stories and events. Overall, this allowed us to support with increasing bookings post-Christmas.
Tactics used:
Using a range of free data sources, we conducted an in-depth study into all officially listed stargazing spots up and down the UK. We then broke these down into regional locations and tallied up the total number of stargazing locations in each region which allowed us to create a top ten list.
We then used expert insight in order to reveal why some areas of the UK are better for stargazing than others based on pollution rates and visibility rankings.
To strengthen the campaign even further, we gathered expert insight from a wellbeing expert to share details about why spending time outside on activities such as stargazing is good for your physical and mental health. We included this within the press release to add an extra layer of authority on the topic.
The press release was then concluded with information on the best times to head out stargazing.
The results:
The campaign was a big success in terms of press coverage generated, with over 40 pieces and 36 backlinks gained in total across regional and sector-specific titles with a total audience reach of 42.3 million. Coverage highlights include The Northern Echo, Nottingham Post, Practical Motorhome and York Press.
The average domain authority of the titles which covered the digital PR campaign was 66, which is tier A (+50) and supports overall SEO performance and keyword positioning for the brand.
In terms of traffic driven to the website from the campaign, we saw website visitors quadruple in the lead-up to Christmas which was a huge boost for the brand at a particularly difficult time.
Find out more about our work for UKcaravans4hire.com here: https://wild-pr.co.uk/portfolio/ukcaravans4hire/