December and January are notoriously hard times to get cut through with the press, especially for the travel industry when taking into account Christmas and those trying to save money after the peak holiday period.

For Go2Africa, we found that search terms for ‘bucket list’ peaked around this time with travellers creating lists of their once-in-a-lifetime trips and destinations. Better yet, focus on bucket lists meant we could highlight high-value and luxury experiences, some of which the client offered.

We decided to analyse Google search volumes to find out the top most sought-after bucket list experiences around the world, and hyper focused on key countries that we knew had the biggest outreach potential.

This allowed us to create four separate assets: one map showcasing the top 20 bucket list experiences overall, a map showing the top bucket list experience in every country and two separate static rankings of the top 15 bucket list experiences for Brits and Americans. 

The campaign picked up links in Time Out, Forbes, Metro, The Mirror, The Express, The Manual and many more, gaining 50k sessions to the campaign page.