Case Study: Inntravel
- 11 hours ago
- 2 min read
The challenge
In the world of travel, organising high-level media press trips is a significant operational and financial investment. Traditionally, brands treat the resulting coverage as a standalone win for brand awareness. However, UK-based slow-travel specialist Inntravel recognised this missed opportunity. Following a prestigious editorial feature on walking holidays in the Spanish Alpujarras written by our founder, Sarah Gordon, for The Times, Inntravel wanted to extract maximum, long-term value from that initial destination investment, approaching Sarah to capture their own print and digital marketing channels.
The strategic approach
Working directly with Inntravel's internal marketing team, Sarah developed further content for owned brand assets:
Sustaining the narrative thread, Sarah drew on her editorial experience to recraft her Alpujarras content into different formats.
For Inntravel's premium print publication, Sarah crafted an immersive, slow-travel narrative. She moved past standard itineraries to focus on the sensory details - the scent of mountain pines, the texture of whitewashed villages, and local characters - reinforcing the brand's position as a curator of authentic, respectful travel.
To capture search traffic from active, high-intent travellers, Sarah translated the same destination insights into a highly structured digital guide. She conducted semantic keyword research to align the copy with how modern explorers search for walking holidays in Spain, ensuring the final digital piece was technically engineered to rank organically on Google and AI search assistants.
The result
The collaboration successfully demonstrated how travel brands can dramatically increase the return on investment of their media relations. By transforming a one-off press trip into multi-channel content, Sarah helped Inntravel build lasting authority and keep travellers engaged on their own channels long after the newspaper print run.
The fresh copy provided Inntravel with a seamless transition from inspiration to conversion, leveraging Sarah's trusted journalistic voice to validate their walking holiday programme, build immediate booking confidence, and drive high-margin direct reservations.
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