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

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