Client: Avanti
An audience-first travel digital PR campaign driving high-quality backlinks
17
pieces of coverage
54
earned backlinks
64
average domain authority
Avanti, the travel insurance brand for over-60s, came to us with a clear challenge: reduce over-reliance on performance channels like PPC, build relevant earned backlinks to improve site domain authority and search rankings – all whilst boosting brand visibility.
A brand already popular with cruise-goers and later-life travellers who value comfort, reliability and ease, our always-on strategy prioritised linkbuilding as the primary driver. Content crafted secondarily as a tool to fuel media outreach and earn authoritative backlinks form high quality publications.
The brief:
Avanti needed to grow authority and improve search rankings for cruise travel insurance keywords, a competitive space where they were positioned just outside top spots. Their existing onsite content was limited to a commercial landing page, lacking a distinctive voice or link-worthy assets.
Our mission: develop a digital PR campaign to create relevant, high-value earned backlinks by delivering content that was both genuinely useful and media-friendly - capturing Avanti’s calm, confident tone, and expertise in cruise insurance for older travellers seeking comfort and peace of mind.
Creativity & execution
Cruises are – traditionally – relaxing experiences, but as recent market insight shows, the cruise industry is experiencing huge growth with millennials and Gen Z now making up 34% of cruise travellers.
For Avanti’s core audience, some holiday options are starting to be more like poolside raves and nightclub noise bleeding through the cabin wall. So, we pitched an idea built on a simple insight: older travellers don’t want to party. They want peace.
The Quiet Cruise Guide was born from that. Hosted onsite, it gave readers a clear view of the calmest cruise experiences available right now. We rated destinations by noise level, shared practical tips like choosing a cabin away from the lifts and engine room, and included a full cruise calendar showing the busiest months for each route alongside quieter alternatives. The content also featured an interactive cruise map and easy-to-scan tables, all designed with clarity and accessibility in mind.
By giving the guide structure, visuals, and seasonal data, we made it genuinely useful, not just scrollable. While this content added lasting onsite value for Avanti’s audience, its primary purpose was to serve as a digital PR asset: a pitchable, data-driven story with strong media appeal that journalists across travel, lifestyle, and news verticals could easily cover and link back to.
The results
Featured in 17 pieces of coverage, including major national and lifestyle titles
Secured 54 backlinks to Avanti’s cruise travel insurance page
Achieved an average Domain Authority (DA) of 63.7, building strong SEO equity in a competitive category
Our key take outs
Digital PR campaigns anchored in audience insight deliver relevance and media traction — driving links before content.
Content crafted as a strategic asset fuels media outreach and earns backlinks, building long-term SEO value.
Multi-angled digital PR stories give journalists versatile hooks, generating widespread earned media and link equity.
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