Delivering coverage and backlinks through data-driven stories
pieces of coverage
After a series of successful campaigns for Netflights in 2018 and 2019, we developed a new strategy to build on growth and earn coverage across a wider variety of high-authority publications, both in the UK and internationally.
Initial research, which included analysing various social media and travel blogs, revealed that customers were searching for more comprehensive and authoritative information about the airports they were travelling through. We arrived at the idea of commissioning a comprehensive index ranking 30 of the UK’s busiest airports based on several factors.
What we did
To create the report, we needed to understand what travellers wanted and needed from an airport. We issued a consumer survey, canvassing over 2,000 UK adults.
After analysing the results, we concluded that the best way of measuring the performance of an airport was to assess multiple categories that collectively represented the airport experience. This included: accessibility, food, family friendliness, lounges, facilities, and wellness.
Each category was defined by a unique set of criteria. For example, the family-friendliness of an airport was determined by the number of play areas, baby changing facilities and restaurants that have kid-friendly menus/policies.
We then developed a scoring system that ranked the UK’s 30 busiest airports against these factors, giving each airport an overall score, and a ranking for each category. The six categories provided a well-rounded rating for each airport, as well as the potential to provide multiple angles for stories and outreach.
We were thrilled with the wellness campaign and the results Melt delivered. Melt secured us a range of links from authoritative sites including Lonely Planet, The Independent and MSN UK, as well as a number of international sites
Digital Manager, Netflights (dnata)
Once we pitched the campaign to the press it was incredibly successful, with 317 pieces of coverage in the likes of The New York Times, The Star, Daily Express, Intl. Airport Review and Passenger Terminal Today.
We also saw over 1,000 social media shares and generated nearly 300 links to the report or the Netflights homepage.
As well as driving all important links, the coverage also resulted in increased brand awareness for Netflights, with 24 brand mentions directly attributed to the campaign, and a total online readership of 186 million.