Background:

FlightsFinder is an online travel brand that helps consumers search for and compare flights, usually offering tools to find the best deals for specific destinations, dates, or travel preferences. It compares prices across a number of leading flight comparison websites including Skyscanner, KAYAK, Google flights and JetRadar to help travellers save cash when they’re flying overseas. 

The brand approached us for a three-month digital PR project to build links on high ranking sites ahead of the busy New Year period, when holidaymakers typically start booking trips for later in the year.

ABTA data shows that January is generally the peak period for travel searches on Google, making it the perfect time for FlightsFinder to increase its visibility and reach potential customers.

The biggest challenge facing the campaign was that travel is a saturated market with big companies with hefty budgets to spend. Big players spend heavily on advertising to capitalise on Brits with the winter blues and while smaller brands can never compete directly, they can make their voices heard by being agile and consistent in their approach.

Strategy:

The 12 week campaign ran from November until January to build links and increase brand awareness and visibility ahead of the peak months for searching for and booking holidays. The campaign needed to work hard to achieve results in a short period of time and be different enough to stand out ahead of competitors and more well known brands. 

Content needed to appeal to those planning to book summer holidays for later in the year, travellers planning pre- and post-Christmas getaways, and customers looking to save money and get the best deal on flights with the maximum saving. 

We developed a campaign focused on travel and holidays, tapping into the topics that winter travellers were most interested in. These included hand luggage liquid allowances, hacks to save money on Black Friday flight deals, and consumer rights around Christmas and New Year flight delays.

To keep the campaign relevant during the peak January period, as Brits began planning their summer holidays, we created a data-led index of airport parking costs. This analysed a range of UK airports and highlighted the average costs holidaymakers could expect to pay. The data was presented on the FlightsFinder website through a dedicated campaign page and eye-catching infographics to illustrate the story.

As a smaller, agile brand, FlightsFinder was also able to respond quickly to breaking news. We provided timely commentary on flight disruptions caused by rapidly changing weather, like storms and heavy rain. 

Results:

Coverage items: 63 items were secured during the 12 week campaign including coverage on the Huffington Post, Daily Star, Express, The Sun, The Mirror and Daily Mail. 

• Huffington Post, DR 90 
• Express, DR 88 
• Daily Star, DR 82
• Yahoo News, DR 93 
• Daily Mail, DR 92 
• Mirror, DR 89
• The Sun, DR 90
• National World, DR 75

Backlinks secured: 61 backlinks were secured including 31 follow links and 30 no follow links during the 12 week campaign, from high authority media sites. 

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