Zalando – Digital PR Campaign of the Month

The idea

With staycations and outdoor holidays at the peak of interest for travel and lifestyle journalists, the Distinctly team identified the summer holiday season as an opportunity to secure coverage for Zalando in both UK and IE to outdoor sports categories.

Distinctly pinpointed instagram data as an authoritative and current way to uncover the most photogenic hiking trails in the world, a topic that would appeal to the press during peak holiday season. These findings would provide a basis to approach journalists with research conducted by Zalando, in order to secure relevant links to their outdoor clothing and shoes category pages.

The process

Distinctly gathered the data by collecting insight into how many hashtags were associated with hiking routes around the world, which was then divided by the number of miles the hike covers. This allowed us to unveil which hiking trail had been photographed the most per mile. We compiled this data into a ranking, revealing the top 20 most beautiful hiking routes worldwide. 

Third party expert commentary from a mountaineering specialist was also sourced by the Distinctly team to provide journalists everything needed for a rounded story.

Distinctly first targeted national press, then regional press specific to the locations that made it onto the ranking in both the UK and Ireland. As well this, travel and lifestyle media targets were contacted with the findings. 

Results

To date, we’ve secured 13 pieces of coverage including links to both Zalando’s UK and Irish domains from high authority publications. Coverage includes RTE, The Irish Independent and The Irish Post, as well as UK regional titles such as The Daily Record, The Argus, and Fife Today.