Background:

Following the relaunch of their website and a fresh domain change, luggage shipping website MyBaggage.com came to us looking to build a buzz around their new brand identity. With a new domain and refreshed site structure in place, they needed high-quality media coverage to support their SEO goals, increase brand awareness, and ensure a smooth transition in search rankings.

As a business that specialises in shipping luggage for students, expats, and frequent travellers, My Baggage knew their target audience was global - but many of their core customers were Brits living abroad for work and study. The challenge was to cut through the noise and secure widespread, high-authority coverage that would drive both links and traffic, helping to cement their position as the go-to brand for hassle-free international luggage delivery.

Strategy:

With the majority of MyBaggage’s customers being Brits relocating overseas, we decided to tap into the emotional side of moving abroad - specifically, homesickness. Our strategy centred around a light-hearted but highly relatable stunt: offering bottled fresh air from each of the four UK home nations - England, Scotland, Wales and Northern Ireland - to homesick British expats around the world.

The aim was to create something playful and newsworthy that would resonate with national, regional and international media while driving high-authority links to the new domain. We built a dedicated landing page for the campaign, where visitors could request their own bottled air. The page was designed not only to house the creative but also to maximise SEO value by giving journalists a natural destination to link to.

Once live, we launched a highly targeted media outreach strategy to national press, lifestyle titles, regional publishers and international outlets, tailoring our angles to maximise pickup. Throughout the campaign, we tracked coverage, monitored backlinks, and reported on referral traffic and organic impact - with a clear focus on link quality and long-term SEO performance.

Results:

The campaign made headlines around the world and delivered exceptional results. In total, we secured 610 pieces of media coverage, including 410 backlinks from high-authority sites with an average Domain Rating of 56. Top-tier national UK publications such as The Times, The Sun, Express Online, Mirror Online, and hundreds of regional and international news outlets featured the story, helping MyBaggage reach a wide and relevant audience.

As a direct result of the campaign, organic traffic to the site more than doubled. The domain also began ranking for a broader set of keywords, significantly boosting its visibility in search and strengthening its online authority following the recent domain change.

MyBaggage also saw a steady and sustained upward trend in new referring domains - a key indicator of long-term SEO health. While some fluctuation is natural over time, our consistent focus on link quality and relevance ensured that the gains were both meaningful and lasting.

On average, we delivered 16 pieces of media coverage and 11 quality backlinks for every day the campaign was active - a clear demonstration of how strategic digital PR can drive powerful performance.

This campaign shows how a single creative concept can support both SEO and brand visibility objectives. We helped MyBaggage re-establish its domain authority, improve keyword rankings, and grow its business by combining media appeal with strong technical execution.

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