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03 PR & Media Relations
TripCase Travel App
In late 2012, the travel industry leader Sabre sought proposals for a PR and marketing communications program to support TripCase, the company’s consumer-directed mobile app. Specifically, the company sought a PR partner with expertise and experience with reaching the technology enthusiast/early adopter category.
Well-known for its B2B travel solutions, when Sabre sought to enter into the consumer app space with the TripCase travel app, neither the product (TripCase) nor publisher (Sabre) had a significant level of brand recognition outside of the B2B segment of the travel industry. Although they were an early entrant into the travel app space (2008) the traditionally B2B company hadn’t invested much by way of resources into promoting the app as a consumer product. In addition, the consumer app ecosystem was (and continues to be) already well stocked with numerous apps in the travel category. In order to achieve traction and establish the brand among the user base of smartphone-owning individual business and leisure travelers, it was imperative for TripCase to be included in as many media and blogger-issued roundups and review of travel apps as possible. The sheer size and scope of targets required a thorough understanding of this media category.
DJH conceived and launched a media relations campaign on behalf of TripCase centered on pitching reviews of the app to technology and lifestyle oriented consumer-facing media outlets and based on a pre-set campaign timeline to overlap with peaks in travel-related articles and coverage – Winter, Spring Break, Summer, Holiday, etc. In addition, DJH installed a “Newsjacking” effort to take advantage of breaking/evolving news to new angles to the TripCase product narrative in real-time. This strategy proved incredibly effective with a significant payoff in the late winter/early fall 2014 timeframe. In addition to the impressive results attained through regularly timed media pitching, DJH noted the appearance of articles citing the upsurge in travel disruptions, which in turn presented the opportunity to pitch the story behind the TripCase travel app, itself designed to minimize the impact of travel disruptions, as an example/story topic generator.
By the end of the 2Q 2014, TripCase garnered hundreds of media placements with top-tier outlets like Washington Post, New York Times, HuffPo, TechHive, PCMag, TIME, KTLA, TODAY Show, DigitalTrends, Kim Komando, Entrepreneur Magazine, Telegraph UK, The Dallas Morning News, Conde Nast Traveler, Travel + Leisure, RetailMeNot, TechAdvisor, eHow, NewYork Magazine, Military.com, Boston Globe, Austin American-Statesman, Houston Chronicle, among many others.