Rabbie’s – Bridgerton: Successful Newsjacking Campaign
the brief_
As a consequence of the pandemic, Rabbie’s had been unable to operate to anywhere near its full capacity. The award-winning travel company offers scheduled tours to off-the-beaten-track beauty spots or private trips, which means that people can call in with a passion point or focus and the Rabbie’s team will create a completely personalised itinerary for them.
Netflix’s most popular series ever, Bridgerton, was a main topic of conversation for several weeks on our Siren team calls, this gave us some inspiration for newsjacking, to increase awareness of Rabbie’s private tours and create optimism for 2021’s travel options.
the approach_
Knowing that anything linked to Bridgerton was bound to be a success, the Siren team, with a very quick turnaround approval from the client, researched filming locations including Castle Howard in Yorkshire and the Royal Crescent in Bath that could be visited on a Bridgerton themed tour. We targeted all the Bridgerton appropriate titles and the outcome was a news frenzy for Rabbie’s Tours!
It's similar to Rabbie's newsjacking success of 2020’s James Bond tour which resulted in reaching an audience of more than 85,000.
the result_
During three weeks, we achieved amazing coverage and Rabbie’s was picked up by mainstream media as opposed to just travel. Coverage was delivered in key national and consumer titles such as the BBC, The Times, Daily Telegraph, Time Out London and Tatler Asia – resulting in a month of successful media exposure and a very happy client!
Pieces of coverage
Media value (£)
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