With a brief to drive consumer coverage for Iceland Express outside of the travel pages, we delivered extensive non-travel coverage through ‘piggybacking’ a news story.
When a pair of newlyweds were forced to cancel their honeymoon following a break-in at their home on their wedding night, we stepped in on behalf of Iceland Express and offered the newlyweds two complimentary return flights to Iceland on whatever date was most convenient.
We sold-in the story to Press Association letting them know that Iceland Express had stepped in and provided quotes on behalf of the client. At the same time, all news outlets that had featured the story were contacted.
Our quick thinking and proactive selling-in generated 17 pieces of coverage in the news pages of regional newspapers including the Yorkshire Post and Liverpool Echo, as well coverage in the news pages of national newspaper, The Sun.