Creating An Appetite For Travel Insurance with public data
Landing 100+ links and driving seasonal demand with a simple data-driven campaign
the client
MoneySuperMarket: A leading UK-based price comparison website that assists consumers in comparing prices across various sectors, including travel insurance, energy, broadband, and financial services.
The Brief
Travel insurance is often perceived as an intangible or "grudge purchase," making it challenging to engage audiences in a crowded market.
MoneySuperMarket challenged us to boost the organic visibility of its travel insurance product by creating a unique Digital PR campaign that stands out and resonates with travel media, helping to humanise Travel Insurance.
The Strategy
We began by identifying topics that would captivate the interest of journalists and their audiences while retaining a tangible link to travel insurance.
We identified airline meals as a universally relatable topic - particularly whether people loved or hated them.
This approach also allowed us to position MoneySuperMarket as a brand that understands travellers’ needs and experiences.
the campaign.
Our "Best and Worst Airline Food" campaign (AKA “Plane Food”) used review data from more than 27,000 passengers and their personal experiences to create a definitive ranking of airlines based on the quality of their food.
As well as an overall ranking, we also segmented the data by cabin class and flight route to create additional angles that would allow us to target a wider range of publications.
We also highlight how unexpected issues, such as food poisoning, often happen and how travel insurance can help protect travellers from any unforeseen costs from things like medical treatment in a lighthearted yet insightful way.
THE RESULTS.
Our “Plane Food” campaign is a prime example of how our creative, data-led approach can help brands with intangible products, such as travel insurance, resonate with broader audiences.
By tapping into a universally relatable topic, we secured premium backlinks for MoneySuperMarket while helping to establish them as a relatable voice in the Travel space.
This approach proves, that even in crowded markets, the right blend of insight and storytelling can turn niche topics into mainstream success.
CAMPAIGN FEATURED IN
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