The Situation:
Even companies that have stood the test of time were challenged by the pandemic. The transportation industry was particularly hard-hit, as Victory Liner knows. A campaign was needed to maintain the brand’s relevance and reputation, while making sure that its employees and its riding public were still taken care of.
The Approach:
Victory Liner Inc. took on a more human-centric and purpose-driven approach even as it pivoted its very services.
Focusing on its cargo and rental services dubbed Drop & Go and Rent & Go, respectively, VLI churned out emotionally-charged stories about families, individual travellers, employers and employees, and even the simple act of ‘padala’.
The executions:
- Campaign launch via press releases
- Sustaining digital PR campaign and partnership with well-renowned travel site TripZilla, to produce regular content that aims to inform the public about the company’s new services, digital innovations, and CSR efforts to support frontliners and its bus drivers.
The Results:
A total of 35 pick-ups across credible online news and lifestyle sites generated positive engagement and queries. Over PHP6M worth of PR values were achieved from the various earned media initiatives, and reached around 14M readers. The TripZilla campaign received a total of 90,000 views that also contributed to over 860 clicks leading to Victory Liner website.