Securing quality coverage through digital PR and reactive newsjacking tactics
The challenge
To generate a consistent drumbeat of top-tier media coverage using digital, creative-led tactics, moving away from reliance on traditional press trips. The brief was to clearly communicate Wild Frontiers’ sustainability credentials, position the brand as experts in less-trodden destinations, and secure inclusion in new and emerging publications to reach wider audiences.
Our approach
We implemented a digital-first PR strategy rooted in creativity, data and trend-led storytelling. By translating Wild Frontiers’ sustainability expertise and destination knowledge into timely, newsworthy angles, we created stories that travelled without the need for press trips. We actively monitored cultural moments and emerging travel trends, allowing us to pitch relevant, shareable narratives that resonated with both established and new media titles, while reinforcing the brand’s authority in responsible and adventurous travel.
The results
Since September 2024, we have secured 71 pieces of coverage without relying on a single press trip, proving the strength of a creative, digital-first PR strategy.
The campaign delivered consistent top-tier visibility across influential national and lifestyle media, including The Telegraph, National Geographic Traveller, Daily Express, PA and i News, firmly positioning the brand within the mainstream travel conversation.
At the same time, we expanded reach into new and culturally relevant audiences through placements in Harper’s Bazaar, Time Out and PureWow, broadening brand exposure beyond traditional adventure travel titles.
By capitalising on timely cultural moments and trend-led storytelling, we secured high-impact features such as the “world’s most scenic marathons” round-up following Spencer Matthews’ ultra-marathon in Jordan, reinforcing the brand’s authority in less-trodden, experience-led travel.