Beyond Expectations: Driving PR Success With 181 Placements and Tier-One Media Wins
In an era of constantly shifting accommodations needs and trends, Beyond thinks big.
The company’s bold ambition is to chart the course of the future of its industry and transform the topography of revenue management for the short-term rental space.
What started as a nascent dynamic pricing tool matured into a revenue management powerhouse for a whole new era of travel.
But with the industry’s unprecedented post-pandemic changes, the company faced the mother of all challenges: becoming a trusted voice for navigating the ups and downs of consumer travel expectations.
Enter Bospar.
With a hard-wired knowledge of the media landscape, Bospar was set to reposition Beyond from tool to titan in revenue management — becoming a leading voice driving the narrative of the rental revenue industry.
Challenge
Beyond was fighting an uphill battle for attention in an increasingly crowded market. Travel trends were in a state flux as consumers were readjusting to new habits in a post-pandemic environment; this further complicated traditional storytelling methods for media.
The company also faced a perception challenge in being seen as a pricing tool rather than a comprehensive revenue management leader. The client needed to shift that perception and establish itself as the trusted authority in shaping the future of accommodations. Finally, there were tight timelines for results to coincide with seasonal travel spikes and other key industry moments.
Strategy
To execute Beyond’s ambitious objectives, Bospar planned a strategy in which the client would be at the forefront of unique data insights. Bospar knew that the client’s market data contained the keys to moving the needle in tier-one media and zeroed in on timely, high-impact opportunities.
With speed being of the essence, we leaned into newsjacking the trending moments. We drove coverage with insights into seasonal travel trends, must-visit fall destinations, shoulder season deals and even broader industry shifts like the changes in Airbnb’s stock and the booking spikes around Inauguration Day.
Bospar further magnified the client’s voice with an original survey that showed how its insights stacked up against public sentiment.
The survey was a magnet for media interest, and the data gave our team a rich tapestry from which to weave compelling stories. From additional data collection to executive interviews, we turned those insights into compelling coverage that drove interest, engagement, and links back to the client’s website.
Campaign Results
This campaign is a big win, offering just the visibility and engagement the client needed to position itself as an industry leader. Bospar leveraged trending topics such as mini-sabbaticals, Adult Gap Years, and election and inauguration travel traffic to score big headlines.
Bospar secured hard-won placements in tier-one media outlets such as USA Today (online and in print), Bloomberg, Forbes, The Washington Post and Reuters, and key trade publications like Travel Weekly, GoBankingRates, Travel and Tour World, Hotel News Resource and The Drum.
The results speak for themselves: 181 articles in total, with pickups in major platforms like Yahoo, Inc., U.S. News & World Report, AOL and The Daily Mail. In our first month of work together, referral traffic to Beyond’s website increased by 22%, driving trackable near-term value into their business growth objectives.
Beyond was so happy with Bospar’s traction — the contract was extended to an open agreement long before the three-month initial project period was concluded, proving the value and success of this collaboration.
Media Coverage:
Bospar secured 181 pieces of media coverage, with a UVM of 2,712,210,947.
This included tier-1 outlets such as:
- USA Today by Kathleen Wong: Some chose it, others are forced: Why these travelers skipped going home for the holidays
- Reuters by Doyinsola Oladipo: Travel companies rein in their forecasts as US consumers cut spending
- Bloomberg by Lebawit Lily Girma: DC Hotels Are Nearly Sold Out for Inauguration, Even Before Election Day
- Forbes by Brittany Anas: Here Is The Best Time To Visit Japan—According To Experts
- Yahoo Finance by Laura Beck: 8 Best Rental Markets for Vacation Homes in the Midwest
- The Washington Post by Andrea Sachs, Hannah Sampson and Natalie B. Compton: 8 destinations for ‘shoulder season,’ the best time to beat crowds
“I’m THRILLED with the coverage and so happy with the traction. Referral traffic is up 22% in just the last month!”
— Caitlin Cassady, vice president of marketing at Beyond
About the author
Nick Yacenko is an Account Supervisor at Bospar. His experience has brought him to different walks of the public relations industry, from B2B technology such as HR Tech, APIs, cyber security, web3, AI and SaaS to consumer products, lifestyle, travel, and celebrities. His experience includes publicizing pink pineapples, dartboards, waterparks, ski resorts, and top actors, athletes and artists. He has also honed his craft in analyst relations, securing countless client briefings. Nick earned his bachelor’s in Communications and his master’s in Communications and Media from Rutgers University. He resides in Northern New Jersey with his fiance and their two kittens, Mango and Simon.
