Tiny Away is a growing tiny homes accommodation provider specialising in one-of-a-kind getaways for travellers in New South Wales, Victoria, South Australia, and Queensland. Tiny Away integrates the concept of eco-tourism into their tiny homes with unique experiences offered by landowners.
The Lucid Agency is engaged by Tiny Away to design and implement a media relations program that targets and raises awareness among intrastate and interstate travellers. Lucid also coordinates ongoing media familiarisations to generate compelling first-person narratives and content across traditional and contemporary media channels.
Lucid's public relations program for Tiny Away is designed to tell the brand story through well-written content and smart and timely pitch concepts that capture the essence of what they're all about. Lucid seeks to generate sustained and broad media interest by getting behind the brand and leveraging a range of trending and newsworthy themes from experiential travel and eco-tourism, to Tiny Away's unique social enterprise model. Recognising that high-quality content and fresh ideas underpin any successful PR strategy and wider marketing program, Lucid creates and implements a calendar of content to be pitched to media as well as be repurposed for other digital marketing efforts.
Overlaying our PR strategy, Lucid continues to proactively engage with industry to identify and create partnerships and deliver co-marketing campaigns that amplify Tiny Away's budget and reach through increased exposure across earned media and third-party channels. Lucid also carefully selects journalists and well-aligned influencers to engage in media familiarisations that yield the maximum return on investment.
Tiny Away has experienced a significant increase in the volume of positive media exposure since working with Lucid, achieving an average of 6-8 unique pieces of editorial each month. The increase in media coverage has directly resulted in huge rise in website traffic and backlinks to tinyaway.com. Lucid has developed several strategic partnerships with known Australian brands to amplify Tiny Away through well-aligned and innovative co-marketing campaigns.