Goboony Case Study

Goboony Luminous PR Case Study

Goboony are the UK’s leading peer-to-peer platform for connecting motorhome owners and travellers. With their HQ in the Netherlands, their goal was to crack the UK market by raising brand awarenessgrowing their customers and increasing their supply of motorhomes available for hire.

CAMPAIGN HIGHLIGHTS

While working with Goboony, we:

  • Gained over 100 pieces of coverage.
  • Secured stories in top-tier publications, including The Times, The Telegraph, The Guardian, Daily Mail and The Express.
  • Reached an online readership of 2.27 billion.
  • Received over 2,000 social shares and 3.73M views from media coverage.

Our campaign team helped Goboony tell a story that would resonate with British holidaymakers and motorhome owners. We started by researching and creating detailed marketing personas for their target audience. This informed our strategy and helped us craft messages that would cut through to people who might want to rent out or hire a motorhome.

Getting the message right was essential for success. We constructed targeted narratives that secured mass coverage, promoting the growing community of motorhome travellers. We also leveraged the staycation trend, which took off in the aftermath of the COVID-19 pandemic and the rising cost-of-living crisis. To bring the Goboony experience to life for readers, we organised trips for influential travel journalists where they were given access to campervans themselves and wrote emphatically about their experiences afterwards.

Along the way, we created data-driven media alerts to drive even more coverage opportunities. For example, when airport chaos was rife, we released a story about how Goboony saw a 56% rise in UK summer booking.

The campaign also had an equal B2B part component, as increasing the available supply of UK motorhomes was essential to Goboony’s success. By targeting trade leisure publications, we were able to reach businesses that were able to hire out several campervan and caravan assets, dramatically increasing Goboony’s available vehicles.


Goboony received outstanding coverage in top-tier publications, including The Times, The Telegraph, The Guardian, Daily Mail and The Express. They were also featured in target trade leisure publications such as Caravan Times and Travel Daily News. Over 100 pieces of coverage were secured, making Goboony a household name in the UK. Not only did they achieve their targets of increasing their supply of motorhomes, but demand also went through the roof. They’ve been able to expand across the UK, hire more staff and are now looking to expand further internationally.

“We brought in Luminous PR to help spread the word about our start-up. We worked with them for a year and a half and found them to be a lovely and passionate bunch! We saw some great results which helped raise our profile here in the UK, and they taught us a lot about PR for our model of business.” – Goboony

CAMPAIGN SERVICES

PR outreach
Thought leadership
Campaign strategy
Content creation
Audience research & persona building
Surveys
Newsjacking
Press trip organisation

TARGET MEDIA

National print and online media
Trade leisure press
Investment, tech startup and entrepreneur publications

COVERAGE

Here are some of our results:

How to do the Schengen Shuffle, the Grand Tour for our timesTelegraph
The joys of a UK staycation motorhome adventure – Daily Mail
Why a motorhome holiday is excellent value despite rising costs iNews
Forget glamping — it’s all about camper van life nowThe Times
Just camp in my garden: new websites offer private pitchesThe Guardian
Retirees without ‘fantastic pension’ share how they’re funding a three month trip abroadThe Express
The best RV parks and caravan camping sites for a UK staycationThe Express
The new online sharing platforms promising a cheaper holidayThe Times
We tested an electric campervan on a weekend in East Lothian and were left buzzing The Scottish Sun
Best places to take your motorhome and campervan in WalesWales Online
Motorhome bookings to explore the North Coast 500 soarCaravan Times
Motorhome rental agency Goboony raises €6m in fundingShort Term Rentals
Goboony reports surge in summer 2021 motorhome holiday bookings – Travel Daily News
Dutch ‘Airbnb of motorhomes’ lends campervan without hassle of ownership, grabs €6M fundingTech Funding News
Dutch motorhome sharing platform Goboony drives off with €6 million to further expand across EuropeEU-Startups
Meet Mark de Vos, CEO and Co-Founder at Motorhome Sharing Platform: GoBoonyTechRound

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