Star Alliance 20th Anniversary.
To celebrate Star Alliance's 20th anniversary, each of their 21 partner airlines ran a competition to win one million Star Alliance miles. The launch was supported by a heavy above-the-line media campaign and a separate website to hold the competition sub-domain. The problem was how to attract new traffic directly to the competition pages rather than to the high-ranking regular pages. To compound the problem, the new site would only be visible for a few months and would have no google history to support any organic ranking.
The first step was to run an in-depth SEO audit on the new pages and recommend amendments to the developers. This had to be on a staging site which would go live immediately. SEO was then monitored regularly for the duration of the campaign.
Our SEO strategy for the project was to build a plan which differentiated the new mini-site from the main Star Alliance site. In addition, our team of editorial experts translated the plan for implementation across the various languages of the partner airlines of Star Alliance.