Client: The Travel Foundation
PR team: Rachel O'Reilly Communications
Timescale: January 2009-ongoing
The Travel Foundation is an independent UK charity that aims to help the outbound travel industry manage tourism. Rachel O'Reilly Communications was brought on board to launch an online training quiz to the travel industry.
- To launch online quiz maketravelgreener.com to the travel industry
- To persuade travel companies to commit to incorporating the quiz in their staff training
- To get 10,000 people working in travel to complete the quiz by the end of 2009.
STRATEGY AND PLAN
The PR team negotiated an exclusive with trade title Travel Weekly and direct communications were sent to all major travel companies. As an incentive, special 'make travel greener' mugs were awarded to anyone who scored highly on the quiz.
MEASUREMENT AND EVALUATION
The campaign was launched with a double-page spread in Travel Weekly and full pages followed for a month. The campaign has been covered online throughout. Travel companies TUI, Thomas Cook and Virgin all signed up to the campaign.
Within five weeks the 10,000 target was exceeded and a panel of travel agents has been set up to monitor and report on understanding of responsible travel issues.