By leveraging a strategic combination of Freedom of Information (FOI) data, social media data, reactive news, as well as expert commentary from the client, we were able to secure top-tier international media coverage aligned with our goals and values.
As a result, we generated 122 high-quality backlinks in countries such as Japan, UK, US, Indonesia, Italy, Latvia, Germany, Switzerland, Australia and New Zealand, achieving 41% above our contracted KPI.
WE GAINED LINKS FROM
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In 2023, JRPass approached us with a specific goal: to strengthen their foundational SEO and accelerate their organic performance through a combined strategy of technical SEO, content, and Digital PR.
Our primary focus was to bridge the competitive gap with other players in the rail travel space, who were significantly ahead in both the number of referring domains and Domain Rating (DR). This required a focused approach to Digital PR, which we knew would be highly effective in closing the DR band gap between them and their competitors by securing high-authority backlinks.
Campaigns for clients that operate in a broad sector that allows for wide outreach potential are one of our strengths, so we were well placed to earn some high-domain coverage.
After conducting market research in the rail travel space, we aligned our brainstorming sessions with trending industry topics that resonate deeply with today’s travelers, such as the surge in sustainable travel, affordable adventures and tourist etiquette.
We used a mix of quick, relevant reactive campaigns such as “Expert guide to Japan’s digital nomad visa”, as well as FOI-led pieces such as “The hottest tube lines.” We also paired with experts from a range of different niches to help deliver smaller campaigns such as: “Etiquette you need to know before you visit Japan”.
We also took a data-driven approach to ground these insights, allowing us to identify exactly what travelers were seeking and talking about, such as recent search volumes, social media stats and Tripadvisor reviews. This provided us with the foundation to craft compelling media hooks that would appeal to national and international travel publications.
The hottest tube lines
The world’s best luxury train journeys revealed
Haroun Khan, a spokesperson from JRPass commented on the methodology and success of our FOI campaign:
“The FOI approach added credibility to the piece, making the data timely and relevant. It also made it feel like we were uncovering insight of real value to others. This and the speed of turnaround transformed routine data into an engaging story, a tactic we’d be happy to use again”
