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Highways to Hell

Creative/Outreach, Tech SEO
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  • 2,521

    LinkScore points

  • 325

    Additional pieces of coverage

The number of vehicles on UK roads continues to grow, but how is the road network holding up? We’ve collected and analysed data from the Department of Transport to uncover which roads you should avoid if you’re in a hurry.


1. Achieve top-tier, authoritative, editorially valid links that increase site authority.
2. To achieve linked coverage with a minimum LinkScore of 5,000 points.
3. Maintain the client’s position at the number one ranking for car insurance.
4. Support and increase brand recognition efforts through coverage, social and print.


We were eager to uncover the true impact that the increased number of vehicles on UK roads was having on those roads over time. We wanted to explore: how time spent in delays has increased over the years; which cities in the UK and Europe suffered from the worst congestion; and which roads suffer the most from traffic jams and when the peak times for traffic jams are.

Analysing the data for motorways, A-roads, rural and urban roads was a big job and required pulling information from a variety of sources including the Department for Transport and INRIX’s Global Traffic Scorecard.

We cut the data into countries, regions, cities and even specific locations which gave us an almost indefinite number of angles for both national and regional coverage. Our designers took our findings and presented them in a digestible, appealing and easy-to-use piece of content that was accessible to journalists and easy for them to embed.


An informative and unique piece of content that was stacked full of angles
317 linking root domains from some of the biggest authority sites including; Telegraph, Daily Mail, The Mail on Sunday, Russia Today, Tass, Yahoo UK, Evening Standard, This is Money, The Scotsman, and Wales Online
• A LinkScore of 2,521 points
• Over 2,215,187 coverage views
• Over 20k shares on social media through coverage as well as through the campaign page itself
• The campaign was also covered by BBC News Scotland

Coverage highlights

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