Agency: Caliber


Expedia.co.uk is part of Expedia, Inc. – the largest online travel company in the world. They wanted to acquire high quality and authority links to Expedia.co.uk and partnered with award-winning, holistic digital marketing agency, Caliber, for content marketing and PR support.


Caliber created content marketing campaigns in the form of non-touristy guides showcasing London as a city break destination, perfect for people’s hobbies and passions. The microsites, Better Perspectives and London City Cycling, focused on photography and cycling. They showcased how people of all abilities could explore London in new and interesting ways, and encouraged quality backlinks to Expedia.co.uk.

Caliber partnered with up-and-coming photographers and cycling enthusiasts, challenging them to share their passion for London. Each contributor was encouraged to deliver themed content with an appeal for people on the street and media publications.

Finally, Caliber reached out to a tiered media list with tailored content and assets. Outreach targets included high-quality national publications, local and specialist publications, and lifestyle and travel blogs.


The campaign, with the microsites at the centre, had great results including:

  • 89 referral links
  • 2500+ social media engagements
  • 15,000,000+ social reach.