For over two years we have used our in-house expertise in insight and earned media to work as a PR partner and advise KAYAK’s earned media strategy.
The Challenge
Create series of consumer opinion polls across key US, European and Nordic markets (US, UK, France, Germany, Spain, Denmark and Sweden).
Develop creative angle to launch their UK search data figures for the festive period and build the public profile of UK Country Manager, Evan Day across press and broadcast platforms.
The Approach
Analysed key internal data trends to interpret travel preferences, compared consumer travel behaviours across markets, created personality clusters.
Constructed a creative around rejecting the standard Christmas expectations and championing personal choice. Paired consumer opinion data with search figures to highlight a consumer trend.
Broadcast interviews pairing internal spokespeople with third party academics to add a more human behavioural element to the conversation.
The Outcome
Top tier profiling opportunities for C-Suite decision makers – prime time CNN international interviews for CEO Steve Hefner and BBC World for CCO, Annie Wilson.
High reach press coverage in major national publications across UK and US.
High profile campaign and interviews secured with of CNN Quest Means Business, BBC World TV, Times Radio and LBC. Both the Express and Mirror ran multiple stories over the course of the strike action highlighting KAYAK and their expert advice. The combined publication-wide reach figure of the campaign was 621,000,000.
