Expanding Content Beyond Product Offerings
We helped TUI Lakes and Mountains land wider media coverage by creating tangential content, allowing them to discover new audiences.
pieces of coverage
TUI Lakes and Mountains were already successful in achieving travel coverage but were lacking & suffering from wider media coverage opportunities. There was a pressing need to produce content that addressed broader concepts than just their product offering, which would be discussed in the wider media.
To address TUI’s concerns about their lack of content breadth, Kaizen created a distinct project that featured an angle new to TUI – food. Featuring two high-quality content pieces, the focus of this project was given to the sweet things one could find in locations to which TUI offered travel rather than the locations themselves.
This strategic approach, combined with Kaizen’s earned outreach network, resulted in 27 followed links with an average DA of 48, and 30 different pieces of media coverage – a resounding success at 135% of KPIs set for the project.
Desserts were also more palatable to a wider media – as well as a strong travel basis, the content gained coverage outside of travel-specific media, in both Business Insider and the Mirror Online, as well as online lifestyle magazines like Verdict and food sites such as Food Heaven.