Exploring Changing Attitudes To Travel With Forbes

How we built links from over 75 unique domains by creating a resource for eco-conscious tourists

the client

Forbes Advisor: A prominent platform providing consumers with expert advice across various financial products, including travel insurance, credit cards, and loans.

The Brief

In 2023, Forbes Advisor approached Good Brothers to help increase the online visibility of its travel insurance offering.

Key to meeting this goal was to create content that both demonstrated EEAT and appealed to Forbes’ target customer bases, affluent travellers.

The challenge was to create data-driven, engaging pieces that would naturally attract media coverage and backlinks.

The Strategy

During our research, we identified a growing trend in travellers seeking more eco-friendly travel options, especially among more affluent traveller groups.

Recognising this shift, we set about engaging this new audience through the comprehensive analysis of ecotourism destinations and emphasising the importance of responsible travel.

the campaign.

Our "Ecotourism Destinations" campaign analysed factors such as biodiversity, protected areas, environmental performance, and the number of UNESCO Natural World Heritage Sites to identify the world’s best destinations for ecotourism.

A detailed content piece with interactive tables and static visuals, the campaign sought to provide value by educating travellers on the principles of ecotourism and how to travel responsibly.

We also included practical tips for travellers on how to minimise their environmental impact and support local communities.

THE RESULTS.

Our "Ecotourism Index" campaign demonstrates how well-researched and informative content can capture the attention of a growing audience.

By tapping into the sustainable tourism niche, we were able to provide environmentally conscious travellers with valuable insights and actionable advice, highlighting the power of aligning brand messaging with consumer values as a tool for building links.