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FairFX PR Strategy
Company Name: FairFX

Trump Slump: A PR Strategy

The cost of staying at Trump hotels around the world

Jumping in on the media conversation surrounding Trump, we came up with a tongue-in-cheek PR strategy comparing the cheapest and dearest Trump hotels to visit around the world.

In doing so, we became the go-to for comment on the price of the president’s hotels and were able to re-run analysis quickly to ensure we were included in articles around the world.

By tying in our research with key moments in Trump’s presidency including the anniversary of his inauguration and landmark decisions, we kept our analysis high on the news agenda.

objective:

Raise awareness; Reach mass market consumers and grow customers

 

Parents held to ransom by travel providers

As part of a long-running school holiday price scandal campaign for travel money expert, FairFX, we revealed how families are continually faced with extortionate price hikes from both flight companies and package holiday providers alike when taking holidays outside of term-time.

Having first broke the John Platt case in 2016 on the legality of term-time holidays, (securing over 1,000 pieces of coverage) the Supreme Court case brought another media opportunity. We compared 120 flights across term-time and half-term, finding price hikes of up to 800% securing an exclusive interview with ITV News.

For the judgement, we prepared a media package comparing 104 summer holidays. This was subsequently followed-up with a holiday price tracker showing a lottery on when you book, and periodic research has continued over the past two years to expose the financial and legal pressures put on families holidaying outside designated school holidays.

Through a continued PR campaign, PR has advocated for change in the travel sector, continually exposing and challenging the price gaps and penalties imposed by travel operators, airlines and airports.

Mariette Ferreira, FairFX: 

“BrandContent made it their business to understand our needs, developing effective campaigns which are hard hitting, headline grabbing and delivering realms of coverage – all of which is strategically planned and aligned to our overall objectives. They don’t stop until they get results and their commitment to constant evaluation means that we know activity will have the maximum impact.”

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