KAYAK: Holiday Saving with Rachel Riley

Helping consumers save for holidays with Countdown's Rachel Riley.

The Challenge

KAYAK approached The Ripple Effect as a PR partner to assist them in creating a tool to help consumers set realistic saving goals towards their anticipated holiday spend.

The Approach

Using combined research verticals (desk research and consumer opinion polling) we established consumers average spend frequency of purchase across each of their regular expenditures.

The data was used to create a calculator which took into account how long consumers were willing to save for, and what they were willing to go without to add funds to their holiday saving allowance. The resulting saving potential sum would then be inputted into the KAYAK platform to generate potential holiday destinations with in their budget.

A microsite was created to host the calculator, and this was then linked to within our press release and earned media outreach.

We additionally sourced Rachel Riley, TV presenter and mathematician, to front a media day and provide accompanying quotes.

The Outcome

The campaign generated 126 items of coverage across press and broadcast with highlights including 15 national & lifestyle press titles, international pick up via Bloomberg, and 3 national TV interviews. The cherry on top was Gemma Bird discussing how to utilise the calculator on her money saving segment on Lorraine!

Rachel fit the brief perfectly as a spokesperson, drawing on her own experience as a mum booking family holidays, her countdown reputation as a ‘human calculator’ and a personal interest in travel she was able to deliver brand messages in a natural and engaging way.

Over half of online items included a backlink to the calculator resulting in a significant spike in website traffic and noted SEO benefit.