CASE STUDY: EXPEDIA UK, UNKNOWN TOURISM
Services: SEO, Creative Campaign Development and Strategic Outreach
Market: UK & International
The objectives:To pay tribute to the world’s lost wildlife, we created a series of vintage-style travel posters showing the extinct animals once endemic to particular countries. The campaign was launched to coincide with World Animal Day.
The core objectives were to:
- Generate high authority links
- Increase brand recognition through coverage from UK and US publications
- Increase rankings and organic search visibility
The results:
- 228 links from 204 pieces of online coverage on 154 linking root domains
- Links from some of the web’s biggest publications: The Guardian, The Washington Post, Business Insider and Huffington Post
- Over 6,000 page views
- Print coverage from major international newspapers: The Washington Post, The Observer and Politiken (one of Denmark’s biggest papers)
- High authority science, design and green sites also linked to them: Popular Science, Mental Floss, CreativeBloq, Fast Company, BBC Focus and TreeHugger
- Influential social shares from Greenpeace, BBC, Adobe and the National Museum of Natural History (US)
- Many requests to buy them as prints
- Two online petitions with 1,314 signatures thanking Expedia UK for raising awareness of endangered species
- A mini replica set of posters for The Sims computer game
