Travel: 100+ pieces of coverage secured across 8 countries
Project link: https://www.ivisa.com/visa-blog/the-happiest-cities-to-travel-to
iVisa makes travelling as easy as possible when it comes to – you guessed it – visas. Without a doubt, one of the most stress-inducing parts of leaving one country to enter another is all of the different formalities that come with it. We’re talking government forms, and bureaucratic processes, not to mention the ever-changing health requirements thanks to good old Covid. Whether it’s for work or leisure, iVisa has a reputation for swiftly obtaining the correct travel documentation for you.
And with travel being on the brain more so than ever, what better way to put iVisa on the map than a campaign that champions and encourages globetrotting?
The goal of the Minty Digital and iVisa collaboration was to secure 30 high DA links in 6 months through various digital PR campaigns.
- 116 pieces of coverage across 8 countries
- 96 links secured with an average of DR48
- 2.54 million views
- 43.1k engagements across social channels
- Links secured with DR of 94
How We Did It
We built an index by looking at 5 core happiness factors. These were the cost of living, the friendliest locals, sunshine hours, working hours and life expectancy. We gathered numerical data on each of these categories and used it to rank each of the 50 chosen cities from the highest (happiest) to the lowest (unhappiest).
According to the North-American company @_iVisa, Lisbon stands out among 40 destinations as the happiest city worldwide.
The city’s quality of life, hours of sun, working hours, cost of living, and residents’ empathy were the keys to placing Lisbon number one in this ranking. pic.twitter.com/S3EDVWcOi3
— aicep Portugal Global (@aicep) July 8, 2022
Using this data, we then created a range of materials, including a blog post and a press release that were to be hosted on the iVisa website. Basically, a one-stop-shop of accessible information that also included several infographics so everything could be interpreted easily and clearly. We also translated all of the content so that it would be relevant to both English and Spanish-speaking media outlets.
Once all of this was complete, we began our outreach. We started with UK national and English-speaking travel sites like TimeOut and LonelyPlanet, but it wasn’t long before the campaign took on a life of its own. It was organically picked up and translated into 8 additional languages, securing links and coverage in a range of different, high-quality, international titles, too.
Lisbon ranked the happiest city in the world. Ranking criteria include quality of life, sunshine hours, number of hours worked, cost of living, and friendliness of residents. I’m glad to call it home. #Portugal #Lisbon #Lisboa #Europe https://t.co/HbJorWoMsX
— Gino Cosme 🏳️🌈 (@GinoCosme) July 10, 2022
After our Spanish outreach kicked off, things just took off:
- 51 pieces of coverage – total number of online, offline and social clips.
- 24.3K engagements – combined total of likes, comments and shares on social media platforms.
- 21 links from coverage – total number of backlinks found across all the coverage.
- 47 average domain authority – a 0-100 measure of the authority of the site coverage appears on. (Provided by Moz.)
- 747K estimated views – prediction of lifetime views of coverage, based on audience reach and engagement rate on social.
Of all the LATAM coverage, Infobae.com was one we were particularly excited about. It’s one of the most popular news sites that covers the region with a DR of 85 and an estimated monthly organic traffic of over 48 million, so when they published the full article with a follow link AND a brand mention it was a huge win for the campaign.
Coverage in the UK media was just as great, here’s some highlights:
- 24 links from coverage – total number of backlinks found across all the coverage.
- 54 pieces of coverage (articles covering the campaign that include a brand mention).
- 18.4K engagements – combined total of likes, comments and shares on social media platforms.
- 1.6 million estimated views – prediction of lifetime views of coverage, based on audience reach and engagement rate on social.
- 50 average DR – a 0-100 measure of the authority of the site coverage appears on.
- The piece is being translated organically, and securing coverage in Italy, Portugal, France and Poland.
Highlights that just had to be mentioned include links in two of the UK’s biggest national news sites – Metro(DR 93) and Daily Express(DR 89). At the time of writing, the Metro article has 34,200 estimated views. Yaaaaas!
TimeOut.com featured the article across their regional domains including .cat, .es and .com (DR90!) with an estimated 18.4 million users visiting the site each month.
The time absolutely BLEW the KPIs out the water, in fact we smashed them by more than 100%!