Delivering organic visibility & brand demand via Digital PR for Explore Worldwide
Desert Island Discs, Attenborough and cycle trails… How we delivered real value with international Digital PR
Explore brought us on-board to deliver tech, content and digital PR work to drive an increase in organic traffic to the UK, USA and AUS domains, with a focus on Walking (all domains), Wildlife (all), Cycling (all), Multi-Cultural (all) and Solo (AUS only) categories. At the same time, there was a desire to grow brand demand.
What we did
Digital PR
Press Office
Tech SEO
Content
The results
Our campaigns drove value across the UK, the US and AUS domains with 443 pieces of coverage, from 67% new linking domains and 73% followed links - all of which grew search visibility in Explore's key markets. But our campaigns also grew brand demand.
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Links built over 21 months
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Brand mentions built over the same period
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Growth in brand search demand (2022 versus 2023)
Our approach
We designed and executed 9 x Digital PR campaigns per year, each focusing on driving PR coverage and links to different international sites, from high quality and relevant media sites. Stories included:
– The most picturesque cycle routes around the world
– Incredibly underrated travel destinations
– The most bizarre & beautiful local festivals around the world
– How David Attenborough Are You?
– Planet Earth’s Desert Island Discs
– The most photographed trails
– The world’s most captivating UNESCO sites
– A Learn to Ride report
– The world’s most unforgettable natural landmarks
– The world’s most popular airports on social media
– The most in-demand hikes
– USA National Park colour palettes
All stories placed Explore at the heart of them and targeted the wealthy 40-60 year old audience, who prioritise ‘experiences’ over ‘things’.
How Attenborough Are You?
A real highlight and key value-driver with our Digital PR work was our campaign focused on the legend that is David Attenborough.
In order to secure links to Explore’s wildlife pages, we created a quiz which invited people to compare their travel profile to that of David Attenborough’s, based on all the places he’s visited in his many, many shows over the years. We worked collaboratively with Explore’s team to create the on-site, interactive quiz and sold it in to relevant journalists, securing coverage on the likes of Indy100, Conde Nast Traveller and Travel Weekly.
The Explore team were able to grow the campaign’s impact even further, using it within customer emails and promoting it via other channels.
The campaign won, ‘Integrated Campaign – Up To £500,000 Media Spend’ at the 2024 Travel Marketing Awards and delivered:
– 14,834 quiz completions (25% opted to receive emails)
– Broadcast coverage on Sky News TV and 20+ radio interviews
– Potential broadcast reach of 12.6 million listeners
"I've really enjoyed working with Propellernet on digital PR activity. Their ideas have always struck the balance of innovative and on-brand, and they've made the process of it all a breeze."
