How Icelandair took off again with smart Digital PR
Services
CHALLENGE
Icelandair faced unprecedented challenges during the COVID-19 pandemic. Before 2020, the airline enjoyed exceptional organic growth in key markets. However, the drastic decline in global travel demanded a decisive response. Icelandair needed to focus on enhancing visibility and maximising revenue in the US and UK markets to safeguard their digital achievements and prepare for recovery. Digital PR emerged as a powerful opportunity to drive link acquisition and maintain robust SEO strength.
SOLUTION
We executed a dynamic two-pronged Digital PR strategy that included large-scale, creative growth campaigns targeting specific URLs needing high-authority backlinks, and agile, flexible link-building tactics to ensure continuous momentum. Grounded in data from our annual Opportunity Sizing, we adapted our approach to shifting market dynamics during the pandemic. Our strategy seamlessly integrated relevant content with creative agility and consistent execution, producing evergreen content that resonated with user interests, including wellness and green travel trends. This proactive collaboration generated over 318 high-quality links with an impressive average Domain Authority of 53, dramatically enhancing Icelandair’s organic visibility and revenue in the post-pandemic landscape.
results
+226% increase in
organic revenue (US Market)
+103% increase in
organic revenue (UK Market)
+39% visibility increase
for priority keywords (US Market)
+40% visibility increase
for priority keywords (UK Market)
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