Newsjacking to achieve national broadcast for Diversity Travel

Newsjacking to achieve national broadcast for Diversity Travel

The Brief

As a specialist travel management company working within the charity and NGO sectors, the team at Diversity Travel were expertly positioned to offer insight into the logistics around getting aid workers on the ground in Ukraine and the neighbouring countries to help as the humanitarian crisis escalated. We took the situation as a watching brief and closely monitored the news as it unravelled.

Think

The team at Diversity Travel are leading experts in facilitating and managing specilaist travel and their team has a wealth of experience.

Feel

Diversity Travel will meet all of my travel requirements, no matter how complex, and their team will provide me with a high duty of care so I feel safe and relaxed during my travel.

Do

Use Diversity Travel as my number one travel provider in all situations.

Results

As soon as we had information on how Diversity Travel were helping their clients, as well as updated figures on how many flights Diversity Travel were booking to cities near Ukraine, we created bespoke regional and national pitches to broadcast media.

We repeated this newsjacking process with each new development and update from Diversity Travel, resulting in eight pieces of national and regional radio coverage, in which spokespeople from Diversity Travel offered insight into their specialist services, knowledge, experience and expertise.

Broadcast coverage, across national and regional stations, including talkRADIO, Capital North West and BBC Radio Manchester, reaching just over 3.9m

Over 23 minutes of broadcast coverage, including 22 brand mentions for Diversity Travel

Interviews were also shared across Heart and Capital's Twitter channels, reaching a further 15,000 people

Total coverage across broadcast and social over 3.92m

Testimonial - Jamie Anderson - Marketing & Communications Director

“Democracy were quick to react to the evolving situation in Ukraine, noting our specialist humanitarian travel services and were able to secure interviews with national and regional press, extending our brand awareness and reach across mainstream broadcast and print titles”

Jamie Anderson, Marketing & Communications Director, Diversity Travel

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