Trimedia UK has worked for Kayak since April 2007 when the UK site was first launched. Kayak challenged Trimedia to launch kayak.co.uk and make it as popular with consumers as popular sites like lastminute.com or cheapflights.co.uk.
s Kayak doesn’t invest any additional marketing or advertising spend towards the promotion of Kayak.co.uk, all consumer awareness has been generated by PR.
Over the 12 months, Trimedia worked with Kayak to promote Kayak.co.uk in a three stage roll out, starting with outreach to travel trades, moving on to nationals, and then followed by mainstream consumer media.
The results have proved highly successful – just a summary:
- Kayak.co.uk is a regularly recommended website in national and consumer media. It is regularly mentioned alongside competitors like opodo, expedia, lastminute.com and travelsupermarket.com – all of whom spend tens of thousands of pounds in marketing budget.
- Kayak.co.uk has won 20 awards in the UK market
- Martin Lewis regularly mentions Kayak.co.uk in his moneysavingsexpert.com website, in his articles for the Guardian and in radio and TV interviews.
Stage one – Trade
Kayak.co.uk’s USP is its usability and performance. Kayak.co.uk takes a Google like approach, with a very clear and simple layout which isn’t cluttered with flashy advertising, making it easy for anyone to use. Trimedia regularly secures Kayak.co.uk a mix of regular trade press with numerous announcements about the functionality of the site itself, from site updates to new search tools.
In order to remind the trade press about Kayak.co.uk’s quirky appeal and to maintain a healthy flow of traffic to Kayak.co.uk, Trimedia regularly creates and distributes trip ideas based around alternative or more unusual upcoming events (e.g. National Cycling Week, National Kissing Day, etc.).
Trade press worth mentioning as regularly covering Kayak.co.uk include Travel Weekly, Travel Trade Gazette, Travolution, TravelMole and the Sunday Times Travel magazine.
Stage two - National
Once Kayak.co.uk had a credible appeal within trade media, Trimedia worked to promote the site in travel sections of the national newspapers. For national press, Trimedia had a three part strategy for media contact.
First we introduced the travel desk to Kayak.co.uk to create a general awareness. Secondly we targeted personal finance journalists writing about holidays and how to save money.
Finally we then engaged the main newsdesks and presented Kayak as thought leaders on consumer travel trends in the midst of the credit crunch.
As a result, Kayak regularly appears in the ‘best of web’ sections and travel supplements as the flight comparison site of choice. Examples include The Times, Independent, The Guardian, Daily Telegraph and The Observer.
By working with Kayak.co.uk to carry out a series of user surveys to gauge consumer attitudes towards holidays and spending, Trimedia was able to secure broadcast, international, national, trade and regional coverage. Highlights include Sky News, GMTV, The Times, The Telegraph, Observer amongst others.
Stage three - Consumer
Having built a reputation for Kayak.co.uk as a major player in the travel search space (now head to head with the likes of travelsupermarket.com), Trimedia is now targeting long lead consumer media with the aim of tapping into issues that really matter to people like money, holidays and how to grab a bargain.
By working travel desks at mainstream consumer magazines (Company, Cosmopolitan, More etc), Trimedia secured valuable coverage for Kayak.co.uk in the all important ‘fact box’ alongside a destination driven articles.
The results so far
The primary objective of Trimedia’s work for Kayak.co.uk is to increase awareness and drive traffic to the website (click through based revenue model). Over the last 12 months Kayak.co.uk has gone from being one of many travel sites on the market to one of the top couple regularly recommended.
Since May 2007, Kayak.co.uk has seen marked increase in traffic, all of which has been generated as a result of PR. Significantly, when Kayak.co.uk gets a mention on TV or broadcast, Kayak is able to see variation in traffic numbers. For example, when Kayak.co.uk was recommended on BBC Radio 1 the site received a spike of 20,000 users in the hours after the mention.
Kayak now also has some influential fans. Martin Lewis (Moneysavingexpert.com and personal finance journalist) for example regularly mentions Kayak as one of his favourite sites when he appears on TV to speak about travel budget tips.
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