The challenge
We were tasked with raising awareness of isango! across the lifestyle, business and travel press.

What we did
To kick off the campaign, we identified a range of topics that would be interesting to the media e.g. the rise of dark tourism.

Drafted into a series of point-of-view documents (POVs), we then used these as a starting point for reaching out to targets for business features, company profiles and industry comment.

To reach the consumer media, we organised press trips where journalists could review the isango! experiences.

We also issued a regular barometer themed around a specific issue or season e.g. Halloween, Father’s Day, Olympics highlighting the range of experiences available on the site.

What we got
Within a 6-month period, we secured 64 media opportunities for isango! across their target press.

Consumer highlights: We secured inclusion in a 4-page feature on retro travel in Saturday Independent, a full page feature on dark tourism in Metro and a full page on experiential travel in eve magazine.

Business highlights: We secured a profile of isango! in Sunday Telegraph, inclusion in a double page spread in the FT and regular comment in Travel Weekly.