Our approach was to develop an integrated communications plan that matched seasonal events with creative campaign peaks. Using our knowledge of the media, the team developed news angles and content peaks around topics that tapped into the strong Italian culture. These included peaks around travelling with pets, holidaying with children as well as pushing stories linked to seasons such as Christmas, summer vacation and quick getaways.
The team used a variety of creative tactics to build the required buzz around these topics including a series of events designed to allow Kayak to engage directly with its most important bloggers and influencers. The event format allowed Kayak to bring the stories alive in a highly personal and interactive fashion. They included a chocolate ‘maker-over’ by a leading maître chocolatier to highlight the top Easter destinations and an urban spa morning to discover the best beauty treatments in the world.
The media component of the campaign exceeded expectations with Kayak’s media share of voice increasing steadily through the period thanks to the 570 items of dedicated coverage that were generated. The quality of coverage was also significantly higher with coverage secured in a number of leading Italian lifestyle publications including Vanity Fair, Vogue.it, Gioia.it, Iodonna.it, La Repubblica and RN1.
A major focus of the campaign was to support Kayak’s SEO efforts and the results demonstrated this with more than 130 backlinks being published though the campaign period. In addition, social engagement rose dramatically with 20 key bloggers and influencers attending event leading to 60 social posts and 20 Instagram stories. These drove more than 7,000 shares and likes across Italian social media channels.