The Brief

As one of the fastest growing e-commerce vacation companies in the country, CheapCaribbean.com was on a mission in 2014 to gain recognition as the beach vacation experts. With that overarching goal in mind, the company sought our public relations expertise to help them accomplish it.

The Challenge/Goals

People have countless ways to book vacations these days—and that’s why CheapCaribbean.com was trying to break through the noise and set themselves apart as the go-to company for beach getaways. Knowing the company’s key differentiators, our team aimed to highlight the services, features and expertise that customers weren’t going to find from other vacation booking websites.

Strategy/Approach

Our media relations strategy was twofold: We wanted to garner coverage focused on the company itself while also securing hits that would help position the company as leaders in the beach vacation industry. What that looked like? A blend of outreach that focused on company news, such as CheapCaribbean.com’s Black Friday deals, as well as travel industry topics—budget-saving tips and the state of Los Cabos tourism, for starters. By allowing company executives to share their knowledge on a wide range of topics, we helped bolster the company’s image as beach vacation experts.

Results

By the end of 2015, our team had successfully secured coverage in 12 publications, including Working Mother, Travel Weekly, Family Travel Magazine and Travel Pulse. Additionally, we landed an interview for CheapCaribbean.com CEO Steve Dumaine with David Johnson, host of the radio show “CEO Spotlight.”