Case study · Easter 2015

trivago

Relations Group ran a broadcast PR campaign for trivago around Easter 2015. A radio day of interviews put their spokesperson on air, securing 36 items of radio coverage with a combined audience of 2.6 million. Highlights included Sky News Radio.

Part of Easter on air →
36Items of coverage
2.6 millionCombined reach
1h 21mTime on air

Coverage highlights

The story

trivago, Easter 2015

The aim
trivago wanted to position trivago as the authority on cost effective hotel searches and highlight Easter savings.
The message
Many hotels raise prices at Easter, so it pays to search online for the best value. trivago is the world's largest hotel search, with information from over 700,000 hotels and more than 250 booking sites.
The angle
A new report revealed the 20 most popular Easter destinations for Brits. London came first, followed by Amsterdam, Paris and Dubai, and seven of the top 20 were UK cities. City breaks were the most popular option, making up 16 of the 20.
On air
A travel expert from trivago
The result
36 items of coverage reaching 2.6 million, including Sky News Radio.
Budget £2,500Delivered £5,300Above budget 112%On air 1h 21m

What the budget bought

£2,500
£5,300
£7,241
£21,724
9:1return on investment: PR value is 9 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Easter

Easter is the main Christian festival, marking the resurrection of Jesus, and its date moves each year with the church calendar. In the UK, Good Friday and Easter Monday are bank holidays, making the long weekend a busy time for families, travel, food and retail. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Easter for 2027?

Easter Sunday next falls on 28 March 2027, with Good Friday on 26 March and Easter Monday on 29 March. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team