Yonda - launching an experiential brand
New experiential London sightseeing brand Yonda needed a hard-working media relations campaign to deliver a successful launch. Siren Comms was briefed to create a buzz in the industry and lifestyle press, build excitement with city-hopping travellers and get the attention of new brand partners.
A new concept for London’s tour landscape, Yonda presented a unique opportunity to deploy Siren Comm’s storytelling capabilities. We knew we could play on the quirky nature of Yonda’s ‘clever cars’ and leverage the city insider angle to take advantage of media and market hunger for novelty in travel.
Presenting its self-driven city tours as an exciting step-change in the London tourism sector – and a unique experience for demanding urban explorers – we built a campaign selling the story into headline travel and trade outlets, creating review opportunities, press coverage and influencer blogs.
A key part of our strategy was to deliver visually strong, memorable and engaging content on high-traffic platforms, including national radio and TV. We pushed out slick, editorial-friendly photography, flagged up Yonda’s fun talking-tech and bespoke tour angle, and brought London’s hidden secrets to life through inspiring listicles.
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Yonda video content, reviews and articles featured on high-profile influencer websites including telegraph.co.uk, independent.co.uk and thesun.co.uk; and the brand hit national primetime TV screens via a BBC broadcast segment on The One Show showing presenters trying and enjoying a Yonda tour. Further coups included mentions in Lonely Planet, Travel + Leisure and The Travel Magazine.
In total, Siren Comms created coverage that brought 260 million OTS, with a media value in excess of £5 million: an ROI for our client of more than 300:1.
Media value (£)
ROI (ratio to 1)