Mission
When Covid-19 struck in March 2020 and international borders closed, travel became impossible. For a brand focused on earning media coverage through press trips, destination features and lodge openings, we were challenged to find a new way for both new audiences and former guests to engage with the brand and keep it top of mind for a once-in-a-lifetime journey.
Outcome
A strategic communications plan was developed to pivot andBeyond’s offerings to digital platforms by focusing on virtual experiences and driving online traffic. Storytelling was focused on the brand’s impact model, tying back to its focus on sustainability, wildlife conservation efforts, and caring for the community. Thought-leadership, profiling and interviews introduced the new range of virtual offerings, and top tier media joined exclusive virtual safaris to experience these firsthand, thereby enhancing their connection to the brand from afar.
Upcycle saw a surge in editorial coverage pieces generated under lockdown and at the height of Covid-19 (March 2020 – August 2020), resulting in a 40% year-on-year increase in coverage and an ROI of 64:1, providing exceptional value during an unprecedented period for the travel industry.
