- Case Study -
Travelpass
Travelpass, an experience-based trip planning platform, provides a space for like-minded travelers to collaborate, inspire and share itineraries based on their own trips. Next PR and Travelpass partnered to launch and build the brand to support user acquisition efforts.
THE CHALLENGE
In the highly competitive and oversaturated travel market, Travelpass needed to amplify its brand launch and boost awareness among travelers for an impactful market entry.
Next PR knew just what to do.
HOW WE GOT THERE
To differentiate the Travelpass brand, Next PR performed a competitor analysis and developed updated media descriptors to demonstrate how the platform addresses common traveler pain points with straightforward deals, insider knowledge on destinations and trip customization.
During the initial brand launch, Next PR targeted both national and trade travel, lifestyle and leisure publications, introducing potential users to the Travelpass brand and building relationships with key industry reporters.
The team emphasized the platform’s unique messaging, highlighting elements around cost savings without compromising on trip quality, the importance of transparent pricing and the advantages of accessing rates from various suppliers.
To reach consumers in Travelpass’ priority markets, like Utah and Massachusetts, and capture local reporters’ interest for timely stories, the team connected thought leadership angles to specific holidays and seasons. For example, Next PR worked with MassLive to share its recommendations for travelers visiting Salem during the month of October.
The team also worked to insert core messaging around the growing demand for personalized travel and booking experiences through contributed content and a holiday roundup inclusion in ConsumerAffairs around Travel Tuesday.
0%
Increase in Web Users
0%
Of Coverage Contained Backlinks
0
Website Conversions
THE RESULTS
Next PR’s promotion of the launch led to a 192% increase in web users to the Travelpass platform. The PR team built relationships with reporters at Bloomberg Pursuits, AwardBullet Blog and Forbes by offering Travelpass thought leaders to discuss topics such as: how the platform provides exclusive nonpublic rates, how hotel rates are valued and tips for accessing deals without being a subscriber or loyalty member.
Next PR secured multiple media placements with an estimated 2.7 million in coverage views, including three articles in tier-one publications and a feature in Travel + Leisure. This coverage drove 2,000+ users to the Travelpass platform, who then spent an average of over one minute on the site, resulting in seven conversions.
The team increased Travelpass’ brand visibility in front of a wide consumer base with tips for traveling, booking quality experiences and finding the best deals for the holidays. A media opportunity with ConsumerAffairs led over 30 users back to the website.
Next PR also raised the thought leadership profiles of Travelpass’ spokespeople in front of other travel industry leaders, with a byline focused on the need for a human element in today’s booking platforms featuring President Austin Lowe in HospitalityNet.