Hg2 created a 400-word, five image features based around city guides, in-depth features, interviews, lists, destination and neighbourhood guides. Introducing nine features a week with each feature created by an editor located in the destination. Hg2 had a requirement to seed the content globally to drive traffic back to the content. There was a necessity to build an outreach strategy to leverage the social media channels of partners, contributors and those mentioned within the content.
Visitor numbers tripled to 120,000 unique users per month. Virgin Atlantic were able to track the ROI on customers ticket sales, achieving 20x content spend and a demonstrable increased basket size from customers booking having visited the blog