From New To Known:
By Driving 300M+ Impressions, Major Awards, and Increased Web Traffic, PR Took Travelers Haven From Category Launch To Acquisition in Just Two Years
By Driving 300M+ Impressions, Major Awards, and Increased Web Traffic, PR Took Travelers Haven From Category Launch To Acquisition in Just Two Years
Client
Industry
Travel & Hospitality Tech
By clearly establishing category leadership through PR, Resound helped position Travelers Haven for steady visibility and a successful acquisition.
PR Results
75+
Earned Placements
300M
Impressions
6
Industry Award Wins
3-5x
Web Traffic Growth
Challenge
With a unique technology platform and proven relationships across the country, Travelers Haven was well-poised to launch a new category of “workforce housing on-demand,” setting the standard for meeting the short-term housing needs of nomadic workers in an increasingly tight market. The challenge: as the industry’s best-kept secret, Travelers Haven needed PR to boost awareness of their service offering and reach decision makers in the critical professions they serve. With an eye towards potential acquisition, the company also wanted to raise its profile, and establish itself as a credible competitor in its industry.
We kicked off with a clear objective: launch the category, generate media interest, and support Travelers Haven on its “mission to acquisition.”
Why Resound
- We’re experts at launching new categories
We’ve worked closely with CDA to support category launches and lightning strikes. - Experience across key verticals including housing and HR
We tap into our longtime experience in the HR/ staffing space, coupled with deep roots across industry categories as well as mainstream media, to get the attention of investors and prospects.
- Extensive media contacts across categories
Our unique balance of traditional pitching with creative and experiential outreach garners respect and strong relationships with media and influencers. - Experts at positioning CEOs/brands for thought leadership
We know what it takes to put thought leaders in front of the right audiences.
Approach
We put in place the key messaging and materials for the program, then kicked off with an official announcement to establish and reinforce category positioning – extended by a full court press to key media to build dialogue and start cultivating opportunities for bylines, interviews, and other coverage. The ongoing program included the following components:
Monthly pitching to key media targets. For Travelers Haven, priority press included:
National mainstream media
Industry trades covering housing, real estate, and human resources
Vertical media within construction, health care, sports, and more – with a few surprises like golf course management and the military!
Denver tech and local media spanning print, broadcast, and online
Secured a dedicated monthly column on Newsweek.com to supplement earned media outreach and raise the CEO’s profile, while creating high-quality backlinks to the Travelers Haven web site.
Bonus: the Travelers Haven sales team found these monthly articles to offer valuable content in new business outreach
Regular announcements on the newswire helped to extend category messaging on high-ranking news sites, creating a series of “digital breadcrumbs” for prospective partners, buyers, and customers.
By regularly monitoring and submitting for local as well as industry awards, we secured a series of key wins that helped to attract new talent, support employee engagement strategies, and drive additional earned media coverage.
Results
From media relations to brand elevation and ongoing strategic counsel, the PR program effectively increased visibility and credibility for Travelers Haven, ultimately contributing to its acquisition by global proptech leader Blueground.
Resound was able to tap into its longtime experience in the HR/staffing space, coupled with deep roots across industry categories as well as mainstream media, to get the attention of the investors and prospects that ultimately moved the needle for Travelers Haven.
In addition, Resound helped drive a 3-5x surge in organic website traffic to their site within a span of two years. Before our strategic initiatives, their monthly site views hovered around 1700. However, through diligent PR efforts, this figure soared to an average of 4200 views per month.
Notable Placements
Title: A Colorado company helping nomadic professionals find short-term stays in our tough real estate market
Date: April 29, 2022
Title: Hotels report staff shortages as inflation, remote work keeps employees away
Date: October 5, 2022
Title: Is the CDC’s eviction moratorium keeping affordable rentals off the market?
Date: August 6, 2021
