Case Study – Christian Tour (B2C communication) - PR

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Case Study – Christian Tour (B2C communication)

Article in Libertatea de Duminica, page 8, June 7, 2015

Christian Tour, one of the biggest Romanian tour-operator and tourism agency, active mainly on the consumer market, had in 2014 a Market Share of about 34%, but only 17% in terms of press Share of Voice¹.

Comparison between Share of Voice and Market Share in 2014, before the Unikorn program implementation

After we started the collaboration with Christian Tour, United’s main objective was to bring Christian Tour on the Second Position in the top of its industry visibility in the first year, while building a positive image of the company as a leading Romanian tour-operator.

Key Results: after only 11 months of co-operation, we doubled their Share of Voice to 33%, and Christian Tour become Visibility Leader in the tourism industry!

The cumulated coverage after 11 months was 935 press appearances, on TV, print and online press (mostly consumer media, but also business media)!

Share of Voice, after Unikorn Program implementation

The coverage was mainly in the national media: TVR, ProTV, Antena1, B1TV, Kanal D, Realitatea TV, Prima TV, Romania TV, DigiTV, Cosmopolitan, Avantaje, Unica, Click, Jurnalul National, Curierul National, Libertatea, Romania Libera, Business Magazin, Ziarul Financiar, Capital, Business Review, Forbes, Bursa, wall-street.ro, profit.ro, gandul-live, but also local titles.

These results were achieved by a complex mix of media relations activities, such as: press releases, press conferences, press trips, interviews, celebrity relations, media outreach, strategic consulting, interview training, events sponsoring and speaking, crisis management a.o.

¹ It measures the percentage of the total media coverage of the industry, accounted for by a brand