Our initial analysis identified on-page improvements and quick win opportunities, whilst a link intersect analysis highlighted domains linking to competitors but not lastminute.com, enabling the immediate production of a list of prospects to reach out to. Brand mentions are plentiful online but many lacked a link back to the website. To build momentum, we turned to link reclamation translating 59 mentions into links, from sites including Econsultancy, Recode and Huffington Post. Our work further highlighted a need and opportunity for larger-scale content-marketing based link building targeting authoritative domains, leading us to produce a series of creative campaigns thematically related to the target URLs and using a range of formats. Our digital PR campaigns met with an excellent response, acquiring over 100 links from high-profile publications including Business Traveller, Bustle, The Matador Network, Daily Mail and The Sun.