Case Study: WorldVia Travel Network
WorldVia Travel Network, a leading U.S.-based travel host agency and a consortium of travel companies and brands, asked Eberly & Collard Public Relations to amplify its presence in the competitive travel industry. One reason they turned to us for marketing services is our solid reputation in PR for the travel industry. We are one of the leading travel marketing agencies in North America.
The primary objectives were to expand travel industry media relations, refine brand messaging and enhance visibility among key stakeholders, including travel advisors, airline executives, cruise line industry decision-makers, hotel and hospitality leaders, and others.
With an array of industry events approaching, the publication of a significant travel marketing book, and strategic partnerships with international airlines, cruise lines, tour providers, resorts, hotels, and travel advisors, WorldVia required a robust, multi-faceted public relations, branding and marketing approach. Eberly & Collard Public Relations embarked on a dynamic, fast-paced strategy to drive measurable growth in media exposure, thought leadership positioning, and brand engagement.
Key Objectives:
- Strategic Brand Positioning: Strengthened WorldVia’s brand identity and reinforced its leadership as an innovator and SaaS tech platform provider in the travel industry.
- Earned Media Growth: Secured high-quality media placements in industry-leading publications, consumer travel media outlets, primary business magazines and news journals, podcasts, vlogs and digital news platforms.
- Content and Messaging Development: Crafted compelling brand standards, mission and culture statement, messaging language and other critical content to highlight WorldVia’s expertise and value proposition to travel advisors, airline and cruise line partners, resort and hotel partners, and all important groups.
- Digital Marketing and Engagement: Leveraged digital media through editorial and paid/sponsored content with backlinks on high-authoritative websites, with an innovative list of hotel marketing strategies, travel and tourism marketing promotions, and travel industry earned media placements.
- Media Relations Strategy: Executed a series of integrated media relations campaigns to publicize WorldVia’s services, network, and the company’s WorldVia PRO SaaS platform, a cutting-edge AI-driven travel advisory and planning solution.
Travel industry brand messaging crafted to comprise key industry questions and include brand essences for groups and topics such as:
– What is best marketing technique for travel advisors?
– Top Marketing Techniques for Travel Advisors
– Digital Marketing for the travel industry
– What are travel and tourism marketing strategies?
– Public relations for travel businesses
– Hotel marketing strategies
– Travel PR agency strategies
– Public relations for travel businesses
– Integrated marketing to promote new tech feature rollouts
– Publicity strategies to strengthen travel company brands
– Marketing ideas to engage with cruise line industry decision-makers partners
How we got there:
WorldVia PRO SaaS Launch and Promotion: The Eberly & Collard Public Relations Travel PR team orchestrated a highly targeted media relations and digital marketing campaign to generate awareness for WorldVia PRO SaaS platform. Through curated content, media placements and thought leadership articles, the campaign positioned WorldVia as a tech-forward leader in travel planning.
Expanding Press Coverage and Thought Leadership: The travel and hospitality PR team with Eberly & Collard Public Relations leveraged its extensive media network to position WorldVia executives as thought leaders. Through strategic media outreach, we secured interviews, byline articles and podcast and vlog guest engagements which increased WorldVia’s credibility and visibility.
Strengthening Brand Messaging: To ensure consistent and impactful brand communication, we developed a core messaging strategy, including the following:
– Brand taglines development
– Mission and culture statement refinements
– Company and consortium brand backgrounders
Publicity Strategies for Travel Brands: The Hospitality and Travel marketing leads at our Atlanta and New York offices formulated and executed a variety of media and publicity strategies to strengthen WorldVia’s industry presence, including:
– Developing creative messaging ideas and campaign implementation plans.
– Generating high-value media placements for WorldVia’s brands and messaging strategies.
– Creating an integrated marketing approach to manage a travel industry SaaS product introduction and promote and publicize ongoing SaaS tech feature rollouts.
Brand Building:
– Branding Consultation: Eberly & Collard Public Relations provided strategic branding insights to shape WorldVia’s market positioning and overall industry perceptions.
– Taglines Development: We created a compelling tagline series aligned with WorldVia’s mission, ensuring it resonated with travel advisors and travel business industry executives and partners.
– Messaging and Soundbites: Our team developed engaging and authoritative messaging across applicable marketing channels, so WorldVia’s brand voice was cohesive and persuasive.
Media Relations:
– Earned Media Placements: We significantly increased media exposure, securing high-profile features, articles, and interviews in leading travel publications, including those focused on airline marketing and advertising strategies, hospitality PR and marketing, and travel PR agency insights.
– Media Representation and Coordination: Our Travel Industry marketing agency managed WorldVia’s media relations, handling everything from press release distribution to interview coordination and media training for executives.
– Sponsored and Paid Media: We complemented earned media with strategic sponsored content, advertorials, and paid media campaigns to maximize exposure.
Digital Marketing:
– High-Authority Backlinks and Thought Leadership Articles: Eberly & Collard Public Relations’ Travel PR and Digital Marketing team secured published articles with authoritative backlinks, boosting WorldVia’s digital presence and credibility.
– Podcast and Vlog Guest Spots: Our Hospitality and Travel PR department vetted, secured and arranged podcast and vlog appearances for WorldVia’s leadership, engaging audiences through informative discussions on travel industry marketing and to publicize the company’s CMO’s new travel industry marketing book.
Select Notable Media Coverage
The Results:
Reporting and KPI Management:
Knowing the results need to be analyzed and reported judiciously, our travel marketing staffers implemented a data-driven approach to track and measure campaign success, using KPIs to refine and optimize strategies:
– Strategic Planning & Media Tracking: We continuously monitored media coverage, analyzed trends and identified new opportunities.
– KPI Analysis and Reporting: Key performance indicators were baselined and then tracked to assess each campaign’s impact.
Travel Marketing Agency Case Study Highlights and Results:
Through Eberly & Collard Public Relations’ strategic PR and marketing efforts, WorldVia achieved substantial growth in media reach, brand recognition and industry authority.
99% increase in earned media placements.
88 million overall impressions.
$1.83 million in ad value equivalency.
Key Outcomes:
Enhanced Travel Industry Marketing: WorldVia established a stronger foothold as a leader in travel technology and travel advisor network services with the help of Eberly & Collard Public Relations’ Digital Marketing for the Travel Industry.
Expanded PR Reach: Secured media coverage, strengthening brand messaging and trust on the parts of travel advisors and a variety of travel sector businesses.
Data-Driven Growth: Increased travel marketing analytics through improved digital engagement and public relations exposure.
Stronger Market Positioning: Positioned WorldVia as a go-to resource and partner for travel advisors, airlines, cruise lines, and hospitality/hotel executives.
