CASE STUDY · TRAVEL RETAIL
One data-led story. 200+ publications. Coverage on five continents.
CruiseDeals.co.uk · Travel retail · Data-led authority content and digital PR
Client
CruiseDeals.co.uk
Sector
Travel retail
OBJECTIVE
National and international brand coverage and SEO backlinks
RESULT
200+ publication placements across five continents
The campaign
THE CAMPAIGN HOOK
Is it cheaper to live in London — or to spend 120 days sailing round the world?
This was the question at the centre of Nurtura’s campaign for CruiseDeals.co.uk. A simple question with a genuinely surprising answer — and that combination is what makes data-led authority content travel.
The answer, as the research revealed: it is actually cheaper to spend 120 days on a full-board, round-the-world cruise than to live in London for the same period — by more than £7 a day. A finding built on official data, from credible national sources, with a clear commercial relevance and an irresistible news hook.
THE NURTURA APPROACH
What Nurtura did
Nurtura conducted original research comparing the average cost of renting and living in London against the cost of a 120-day full-board round-the-world cruise. Every number came from a named, verifiable official source — giving the findings the credibility that national and international journalists require.
From the research, Nurtura produced a blog article and press release, then seeded it to a targeted list of national journalists and social influencers. The story travelled because the finding was genuine, the methodology was rigorous and the hook was impossible to ignore.
Data sources:
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ONS
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CBRE Residential
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Thames Water
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UK Power Networks
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Transport for London
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City of London
The results
Beyond brand awareness, the campaign delivered high-authority editorial backlinks from some of the most trusted domains on the internet — the Daily Mail, Lonely Planet and equivalent publications. In a competitive travel search environment, those links carry lasting SEO value.
200+
Publications worldwide
National, international and trade media across five continents
5
Continents reached
UK, Nigeria, Australia, New Zealand and beyond
FEATURED IN
Daily Express · Daily Mail · AOL Travel · Lonely Planet · and 195+ more
IN THEIR WORDS
Nurtura has consistently impressed me with their commitment and dedication to achieving the best possible results for our brand. They understand that return on investment relates to figures on the bottom line — and not some transient social media metric.
Ian Crawford
Brand Manager, Holiday Hypermarket
Note: Ian Crawford worked with Nurtura across both the Holiday Hypermarket SEO programme and the CruiseDeals campaign. Both are TUI Group brands.