The last year or so has been fairly devastating for the whole travel industry, as local and national lockdowns impact even local travel. Our client Snaptrip Group, which predominantly facilitates staycations across its portfolio of sites including Last Minute Cottages and Late Rooms, needed solid press office and media relations support, coupled with digital PR, to ensure it was front of mind once restrictions began to ease.
What we did to get brilliant digital PR results:
With every one of our clients who we have a combined PR strategy for (press office AND digital PR), we come up with a range of stories that we know will get them in their target media and support their SEO objectives, such as high DA links back to their homepage.
We’ve worked with Snaptrip Group, the parent company of lastminute-cottages.com and laterooms.com, for a couple of years now, and have done some great work across their other brands, such as the top dog breeds in the UK for DogFriendlyCottages.co.uk and the top hen and stag locations for BigCottages.co.uk, however when the pandemic hit in March 2020, we naturally had to adapt our strategy.
Throughout that year (the one that everyone wants to forget), we worked on and off as the industry opened and closed, to ensure Snaptrip Group brands were front and centre of holidaymakers’ minds. This included stories such as The Fair Weather Pub Beer Garden Map, where we built an interactive map showing where in the UK the best beer gardens are to coincide with them reopening on the 12th April for Late Rooms.
Another great campaign we ran in 2020 for Last Minute Cottages was the Best Places To Get Married During a Pandemic, where we collated data on local infection rates and laws around marriage and gatherings to help couples still waiting to get married.
Press office (both proactive and reactive ‘newsjacking’) was a focused tactic also; the news agenda was moving very quickly, so we had to be armed and ready to pitch different angles out continuously. The bulk of pitching centred around properties that were still available, and hidden gem holiday spots, as demand in popular locations like Cornwall and Devon had already started to outstrip supply. We were then able to hyper focus our pitching around notable dates, such as bank holiday weekends, half-term, and the summer holidays. A quick reactive idea for Late Rooms during the start of a heatwave in early June, where people could now filter available rooms with air conditioning also saw us land national coverage.
Outside the usual sphere of travel news, we also ran a quick reactive story for lastminute-cottages.com off the back of the Line of Duty finale (you may have heard of it!). We’d spotted a lot of chatter on social media about a witness protection cottage featured in the show, and how idyllic it was. Doing some detective work of our own, we got a pitch out the next morning saying we’d found the location of the cottage in the show, and nearby alternatives for the perfect break for people looking to get away from it all. This did involve a bit of work on a Bank Holiday Monday, but as the saying goes ‘news never sleeps’ and the results were worth the hustle!
Our digital PR results (at the time of writing) across both brands:
- 223 pieces of coverage including high ranking sites such as The Guardian, Independent, The Telegraph and Metro.
- 565 links
- 162 pieces of coverage with a DA of 70+
- Average DA across all coverage: 72
The digital PR and press office activity we’ve done for Lastminute-cottages.co.uk and LateRooms.com to date has been a big success in securing high DA links, in titles that are relevant to the client’s business and customer base. We’ll continue to track each site’s visibility, as anyone who works in digital PR knows that these metrics can take a bit of time to update!
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