Client: GetGoing (San Francisco)
Agency: Lyman Public Relations (Napa, CA)
Campaign: GetGoing Launch
|Duration: mid February - April 2013
Budget: about $37,500
GetGoing helps leisure travelers save money with its Pick Two, Get One platform, which launched publicly on March 6, and discover new destinations with its FlightFinder platform, which launched April 23.
AOR Lyman Public Relations helped devise and run the launch campaign.
“We needed to cost effectively drive mass-market awareness and get people to the site to try it,” says Robb Henshaw, GetGoing's VP of communications. “The travel industry is expensive to compete in from an ad and SEO perspective so [the cost effectiveness] of PR is exceptionally high.”
Pick Two, Get One lets users pick two destinations and get deep airfare discounts to one by letting GetGoing make the final choice. FlightFinder lets users search for specific destinations, regions, general destination attributes, or experiences, such as beaches, and recommends affordable options.
Agency principal Chris Lyman says it was important to drive awareness among consumers, business media, and potential industry partners and to sustain media coverage and social media buzz.
“We focused on an incremental approach so we had coverage hitting at regular intervals [through the FlightFinder] product announcement,” Lyman adds. “We wanted site traffic to continue to grow.”
General consumer, consumer tech, business, and industry outlets, as well as select influential travel bloggers were targeted.
Henshaw and GetGoing co-founder and CEO Alek Vernitsky met with media in their offices in New York City, LA, and San Francisco and at two travel industry shows in late February.
“We started with pre-briefings with influential media, such as Travel and Leisure, USA Today, and Mashable,” Lyman says. “A March 5 Mashable story really ignited the social media flame.”
Messaging explained the business concept and benefits to leisure travelers and the airline industry.
A video demonstrating how the site works was pitched and posted to GetGoing's website and Facebook and Twitter pages. GetGoing's in-house team also regularly posted inspirational travel content to Facebook, Twitter, and YouTube.
Average daily visits in April were 30 times greater than average daily traffic prior to March 6.
“During five months of private beta testing our daily traffic was well beyond the normal beta level of a couple of hundred visits,” Henshaw notes. “We would've been very happy if traffic was 25 times higher in March. That we hit 90 times our monthly beta traffic was mind blowing.”
Henshaw says the conversion rate was higher than expected and higher than the industry average.
About 70 placements ran through mid- April (150 by mid-June) in outlets such as The New York Times, Today, BBC, Time, TechCrunch, and NBC News.
Henshaw says media coverage also helped the company sign several additional airline partners.
The team is promoting the July 24 launch of hotel booking capability in partnership with Expedia Affiliate Network and preparing for another new launch in September.