secured placements
impressions
podcast opportunities secured, with 2 interviews recorded and published
of coverage containing backlinks, strengthening SEO value and authority
Often, tracking secured coverage with organic mentions can blur what the program actually delivered. Viator needed PR to show clearer business impact – not just buzz. Traditional measurement frameworks were making it harder to target and prioritize placements that could drive authority, traffic, and conversion.
TEAM LEWIS sought out a strategy that made the program and business impact clear. We reset the measurement program to hone in on earned + secured coverage, while creating a laser focus on top targets. We prioritized targets and stories that would convert, with 45 experience promo codes for key media, and expanded outreach into contributed content, SEO-led outreach, influencers, and podcasts.
As a result, in 2025, the program didn’t have to sacrifice quantity for quality. The team secured 246 placements and 6B+ impressions, with backlinks in 69% of coverage. Strategic podcast outreach landed six opportunities, including two interviews recorded and published – boosting Viator’s visibility, authority, and performance on new channels.
