Community News

Case Study: Holiday Memories

2 December 2015

To raise brand awareness and boost loveholidays.com's search rankings, Epiphany Search asked the public to dig out their best holiday snaps, from the past and present, to create a 100-year timeline of memories.

Case Study: Holiday Memories

Campaign: Holiday Memories
Client: loveholidays.com
PR Team: Epiphany Search
Timing: August – October 2015

Objectives

loveholidays.com is an online travel specialist which offers a wide range of holidays in short and long haul destinations. The main objective of this campaign was to raise brand awareness.

The campaign also needed to gain significant SEO value from the PR coverage, so as much of the coverage as possible would need to link to the loveholidays.com website. The more links, the more effective the campaign. Links from high authority sites (ones with a high Domain Authority score) were particularly desirable, as they have a greater positive impact on search rankings.

Strategy

While researching potential campaign ideas for loveholidays.com, we noticed that tourism has changed almost beyond recognition in the last century. Previously unimaginable journeys - all around the globe - are now accessible to more British people than ever before. With this in mind, we set about sourcing hundreds of holiday memories from Blackpool to Barcelona so we could illustrate the evolution of British tourism in an interactive timeline.

To kick off our holiday memories photo collection, we asked the public to dig out their holiday snaps and submit them online to one of three categories – Modern (digital), Retro (print) and Classic (black and white).

Once we had enough photos, we put them into chronological order. We also noted the different locations people had visited and so an interactive timeline was created, showcasing all the amazing destinations that people have visited over the last 100 years or so.

A press release was sent to key online publications and newspapers. Initially, we targeted the regions where images were submitted from and then widened the distribution list to relevant news and travel publications.

Holiday Memories captures 194 holiday photos, spanning from 1903 to the present day – taking the user on a visual tour through history, from the British seaside holidays, typical of the early 20th Century, to more exotic escapes in recent years.

The timeline integrates photos submitted by users and stylised as postcards from that period in time, with personal messages recounting the moment on the reverse. Desktop users can switch from the timeline view to a map view, showing how far British tourism has expanded – with modern holidaymakers sharing memories of holidays in locations as far as Thailand, Cuba, Peru and New Zealand.

Results

The campaign has so far resulted in 40 pieces of coverage, 39 of which are linked to the loveholidays.com website. Coverage appeared in some of the key travel publications such as Travolution, plus extensive consumer coverage in regional news titles including the Yorkshire Evening Post, the Lancashire Evening Post, the Halifax Courier and the Shields Gazette.

The creative campaign also featured on authoritative and influential design sites, winning website of the day on Awwwards and CSS Design Awards, and inspiring site of the week on Despreneur and shortlisted on the FWA.

The timeline had 33,252 sessions in one month (since go live) and it has been the third most visited page on the site (outside of the homepage and holidays page) in the past month (across all channels).

Got a cracking campaign - with impressive results - that you'd like to showcase? Email richard.odonnell@gorkana.com.