BUILDING BOTH NATIONAL AND REGIONAL LINKS AT SCALE WITHIN THE TRAVEL INDUSTRY

136
links gained
11+%
increase in organic traffic in 2 months
+21%
increase in referring domains in 2 months
OUR STRATEGY THE RESULTS

OVERVIEW:

By leveraging a strategic combination of reactive news and expert commentary from the client, we secured top-tier national and regional media coverage aligned with our goals and values.

As a result, we generated 136 high-quality backlinks, with additional media interest from UK regional publications outside of Northern Ireland, such as OxfordMail and the Bournemouth Echo, which in turn helped achieve 734% above our contracted KPI.

WE GAINED LINKS FROM

Services
DIGITAL PR
To read the full case study, continue reading….

THE BRIEF:

When this client — a Belfast-based tour operator – signed on with us for a short two-month contract, we understood the urgency to deliver results that would not only impress but also strengthen their SEO. They wanted a strong focus on exact anchor text and a strong number of links originating from Ireland and Northern Ireland, so we centred our approach on this but also offered scope for wider news publications. With a tight timeframe, our immediate focus was on identifying reactive opportunities to position the client as a thought leader in the UK travel industry.

OUR STRATEGY:

Our strategy was clear—showcase the client as the go-to source for these remarkable experiences in the UK.  

We devised two campaigns centred around where and how to see the Northern Lights and the Lunar Eclipse, combining the client’s expertise with extensive desk research to create engaging, informative releases.

Each release offered readers prime locations to view the events across the UK, tips for the best viewing experience and accessibility information.

A data-driven approach was used to ground these insights, allowing us to identify exactly what travellers were seeking and talking about, such as recent search volumes and social media stats. This provided us with the foundation to craft compelling media hooks that would appeal to national and regional travel publications.

CAMPAIGNS:

Expert reveals how/where to see the partial Lunar eclipse in Northern Ireland

76
Average
DR
100
Links
gained

Expert reveals how/where to see the Northern Lights in Northern Ireland

53
Average
DR
34
Links
gained

RESULTS:

11+ increase in
organic traffic
21+ increase in
referring domains

Creating campaigns by leveraging news trends such as the Northern Lights and the partial Lunar Eclipse in Northern Ireland helped showcase the client as the go-to source for these viewing experiences in the UK. Not only did this allow us to secure key, regional coverage which was syndicated across the UK - but it ensured that we achieved regional coverage in Northern Ireland, where the company is based, boosting brand awareness.

By ensuring that the campaign was ultra-relevant to the client's niche, meant that journalists saw the value in providing the backlink to their website within their articles, allowing us to produce 136 pieces of unique coverage. This enhanced the clients topical authority and delivered measurable SEO benefits quickly and effectively.

Courtney Cole, Digital PR Manager, Reboot

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