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Get in touchLocals Insider: Digital PR that earns its links
The Ask
Twenty backlinks. DA50 minimum. Coverage relevant to a travel audience and credible enough to move the needle on organic search. Square in the Air understood from day one that a backlink strategy built into the campaign from conception — rather than treated as an afterthought — was the only approach that would hit the target.
The Idea
Two seasonal campaigns. Both built around real data.
The first used flight performance data from the Civil Aviation Authority to identify the UK's most and least reliable airports for summer travel. A data-led story with genuine reader utility and the kind of piece editors commission and link to because it’s verifiable and original.
The second took a different road entirely. Bucket List Beer Gardens — a guide to lesser-known pubs with notable outdoor settings across the UK. Shareable, seasonal, built precisely for the regional titles and travel publications most likely to deliver high-authority links to a travel brand.
The Output
Two campaigns that delivered above target on every metric set.
27 pieces of coverage across national, regional and trade publications. 20 DA50+ backlinks secured. Average Domain Authority across the coverage: 67 — comfortably above the 50+ threshold set at the start. Named placements include the Daily Mail and The Herald.
27
Total pieces of coverage
20
DA50+ backlinks secured
67
Average DA
