International Viral Digital PR Campaign for Taxi2airport
Taxi2airport provide airport transfers and taxis around the world; therefore, faced with fierce competition from large companies, also dominating the rankings. With 194,000 results also offering “airport transfers”, it was our job to give taxi2airport the boost they needed, to climb the SERP’s and increase the number of keywords they already ranked for (12,118), whilst increasing traffic volumes, whilst earning highly relevant and authoritative backlinks to their site.
The digital PR team at Reboot started working on a digital marketing campaign that would complement busy season – as summer holidays approached. Instead of overcomplicating a digital marketing campaign, we decided to crunch the numbers to find out the cheapest – and – most expensive taxi fares worldwide. A simple, but poignant piece that would lure attention from international publications.
After all, when you travel abroad, you’re completely dependent on public transport, and everyone is affected by the costliness associated with travelling.
To achieve the figures, we analysed live data from TaxiCalculator.com, which illustrated the taxi fare for a 5km or 3.1miles journey.
We created a visual infographic identifying the most expensive and least expensive countries to hail down a cab. Once all the data was visualised, we put together two varied releases, which took into consideration live currency – one in GBP and the other in Euros.
And to give the PR campaign a little extra spice, we contacted travelling guide guru’s Lonely Planet for an exclusive comment from David Else, writer of several guidebooks who offered his insight saving money whilst travelling.
Taxi2Airport spoke exclusively with David Else, writer of several Lonely Planet guidebooks, to gain further insight into travelling the globe. Below, David shares 5 great tips to help you save money and organise your trip more efficiently.
We outreached the PR to all countries included in the list – which was a mix of European and worldwide destinations. Having had success with foreign publications previously, we were acutely aware that they would be interested as a comparison piece to neighbouring countries. And although not translated, the research was of interest to a whole host of countries, with extremely high DA’s of 50 or more.
Expert comments provided for by Lonely Planet also elevated the campaign, with multiple outlets using the top tips as additional information for their readers.
The campaign itself achieved more than 90 placements (what we can track). And it doesn’t stop there – the campaign, considering the number of hours worked on, became viral. Take a look at the links earned to see just how many notable links we achieved.
Significantly, we can partially attribute Taxi2airport’s increase in the number of keywords ranking for since the start date of our campaign – 323 top 3 keywords (12 June) which increased to 502 top 3 ranking keywords as of 24 June – 55% difference.