DEVELOPED BRAND HEARTBEAT MOMENTS THAT DELIVERED ~$10M IN EARNED MEDIA

Background:  

Being a startup is challenging enough - add in the global pandemic and focus on travel, and the situation becomes complex.

While consumers yearned to travel, fear and restrictions held them back.

We responded by creating strategic brand moments that built fame while staying true to our brand ethos.

These initiatives generated PR coverage, web traffic, and leads while improving brand sentiment - all with minimal investment. Plus we had a lot of fun in the process.

Challenge: 

Build a framework to deliver long term brand recognition through cost effective avenues while facing uncertainty during a global pandemic & waning public sentiment towards the travel industry.

Solution:  Leveraged the uniqueness of the business climate combined with core brand attributes to deliver meaningful moments that were press and social media worthy.

• Leaning into emotions of joy and generosity, collaboratively concepted and delivered a contest to gift travel packages to deserving members of the community

• Capitalized on unique partnership opportunities with key publishers allowing the vessel to be used as a backdrop and promotional tool

• Created an influencer program that offered customized experiences and voyages in exchange for meaningful content

Results:

• Contest delivered the highest daily unique visitors to the site in any week prior, created ~$3M in earned media and social buzz

• Partnership opportunities were set to deliver ~$7M in media placements and influencer support

• Influencer program was on track to deliver thousands of posts from key populations