Background

iSeatz, a privately-held company that powers travel booking, loyalty and rewards programs for major financial and hotel brands, including Amex, IHG Hotels & Resorts and Wyndham Hotels & Resorts, needed a PR and communications partner well-versed in its business sector and with proven results. The company had never worked with a PR agency in its 20-year history and engaged THINKINK to build awareness of the iSeatz brand through earned media, improve its authority within the industry and help it compete against newer market entrants.

Approach

Our initial strategy focused on media introductions to key business and trade reporters covering financial institutions and credit card programs, hotels and travel brands, and consumer travel and loyalty trends. Our next phase was to develop an in-depth analysis of the travel booking and rewards landscape through the lens of decision-makers and loyalty professionals among iSeatz’ target audiences, as well as American travelers. Our research and survey data also informed subsequent content strategies and media campaigns and was the springboard to developing other research-based and industry-focused content and assets for lead-generation campaigns.

The A-Z of our scope:

• Competitor messaging and market position analysis
• Employer-brand media relations
• Industry research and survey reports
• Paid social media
• PR and media relations
• Thought leadership content
• Website content

Outcomes

We have secured over 40 media interviews and placements so far and developed the brand’s most downloaded and effective lead-generation asset to date, with almost 1,000 downloads. We’re now working on engagement events and hosted programs in addition to expanding our media targeting to additional sectors on the back of our initial results.