Case studies

Orbitz

WHAT WE DID

Delivering coverage and backlinks through data-driven stories

32 pieces of coverage

271k online readership

72 average DA

WHAT WE DID

Delivering coverage and backlinks through data-driven stories

32 pieces of coverage

271k online readership

72 average DB

The challenge

 

Orbitz had recently launched its car hire offering. They required softer content to support their commercial landing pages, along with creative outreach activity that would increase brand awareness.

As well as highlighting the availability of Orbitz’s car hire inventory, the aim was to earn links for all-important SEO benefits.

What we did

We knew car hire in the US went hand-in-hand with road-tripping, so wanted to explore consumer interests around driving in the States as a tourist. Concepts relating to this are popular and commonly covered, for instance, “best things to see on Route 66”. However, creative campaigns based on concepts like this are almost always just backed by desk research, and provide little more than a list of generic recommendations.

Instead, we wanted to use data from Instagram to point customers in the direction of user-validated points of interest. We chose bridges; after all, if you’re driving across the US, you’re likely to cross one. Plus, this specific topic hadn’t been covered anywhere else. We also know publishers are keen to feature content that has social validation, and the use of “Instagrammable” generally earns pick-up.

We produced a gallery of Instagram images pinned to a map of the USA, revealing the locations of the most Instagrammable bridge locations in the country. To achieve this, we collated and analysed hashtags for all notable bridges in the US to create a league table. Ordering by volume of posts associated with a hashtag gave us a solid ranking mechanism.

We know that using regional competitiveness as a hook always provides strong appeal and hoped that revealing this ranking would give a natural hook for publications across the US. Particularly for states that were in the top 10.

Outcome

The campaign generated links from 27 domains and earned 32 pieces of coverage in total. 

As predicted, we saw several links from leading state publications, who proudly shared the story as a piece of good news speaking to regional pride.

Estimated reach for the campaign, as reported by CoverageBook, was:

  • Estimated coverage views: 271,000
  • Average domain authority: 72

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