Background
TUI’s Marella Cruises teamed up with the Saccone Joly vlogging family to create a short video of their Marella Cruise experience.
The Saccone Joly’s trip was planned by their five-year-old Emilia, and the campaign is supported by a survey of 1,000 children, which looks at the most important things about going on holiday according to UK kids.
Objectives
Secure coverage of the video
Increase views of the video
Increase sharing and engagement of the video
Increase awareness of the Marella Cruise campaign
Strategy
Viral Seeding put together a strategy which consisted of undertaking outreach to Travel and General Lifestyle websites and blogs.
Researching and putting together an extensive list of target blogs and websites
Drafting an outreach template which included key campaign information
Individually contacting blogs and websites to sell in the story
Contacting bloggers who had previously written about Marella Cruises
Regular monitoring for new coverage
Daily reporting and final project evaluation
Campaign Results
10 pieces of coverage secured reaching over 119k monthly unique visitors (MUV)
10 inbound links to the campaign hub
Coverage secured on The Pigeon Pair and Me which receives 15k MUV and is No. 5 in the UK’s Top 10 Family Travel blogs
Highlights & coverage
Reference links
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