We took a three-pronged approach to Digital PR, with a larger share of focus on proactive and reactive PR, knowing that the travel industry responds well to key cultural and seasonal trends.  

By tapping into each brand’s key niches – dogs, the Lake District, and UK staycations – we positioned the client as industry experts within these areas and worked with qualified experts to add further credibility. Within our proactive approach we drove backlinks to key focus areas of the site such as blogs, location, and category pages, to further drive organic visibility and traffic. 

Alongside this, we utilised the client’s online portfolio and internal data, to offer newsworthy reactive stories, with unique data, landing links in high authority publications. When it came to dogs, knowing that pet news relied on quick-fire reactive content, we worked with the client to onboard an industry expert, qualified vet and dog behaviourist Dr. Emma Scales-Theobald. 

Holidaycottages.co.uk wanted to target link acquisition in the key regions of the UK where their cottages are located to boost rankings in these areas, as well as showcasing brand awareness for the beautiful areas to visit. 

We included proactive activity into our strategy, which focused on the ‘best UK areas for X’ format around key seasonal events – from the UK’s best picnic spots to the best UK royal gardens around the King’s coronation. 

Dog owners are always on the lookout for actionable advice to keep their pooches healthy and happy, whether at home, or on holiday – and so are journalists.  

With this in mind, we wanted to work with a well-known vet to raise awareness of key canine health issues, adding further credibility to our outreached content, and strengthening the brand’s reliability. 

We enlisted vet and content creator Dr. Emma Scales-Theobald in January 2024 for a partnership to create quick fire reactive comments around topics from how to deal with a reactive dog, to storm anxiety.