The Challenge

Although JayWay Travel had a clear value proposition and industry experience, it faced several growth barriers.

Key challenges included:

Authority Building — Limited recognition as a trusted voice in European itinerary planning
Competitive Travel Landscape — Competing against established tour operators and digital booking platforms
Customer Acquisition — Difficulty attracting new clients at the desired rate
Reputation Development — Need for third-party validation through reputable travel media

The company required strategic visibility to position itself as a credible alternative to large-scale travel operators.

Objectives

• Establish JayWay Travel as a trusted authority in European itinerary planning

• Position founder Jay Ternavan as a recognised travel thought leader

• Secure placements in high-authority travel and lifestyle publications

• Increase website traffic and inbound travel inquiries

• Strengthen brand credibility in both U.S. and European markets

The PR Strategy

The Sprout PR implemented a multi-layered strategy focused on media outreach, founder positioning, and credibility building 

1. Targeted Media Outreach

We identified key travel publications and online platforms catering to travel-focused audiences. Through expert commentary and feature placements, we highlighted JayWay’s European expertise and unique planning model 

2. Thought Leadership Positioning

Jay Ternavan was positioned as a travel industry authority. We secured interviews, expert roundups, and guest contributions in reputable travel outlets to build consistent visibility 

3. Client Success Story Amplification

We collected testimonials and developed detailed examples of successful itinerary planning experiences, reinforcing trust and social proof 

4. Trend & Consumer Insight Integration

JayWay’s commentary was integrated into trending travel conversations, including:

• Fall travel planning

• Airline luggage rule changes

• Travel etiquette

• Flight pricing strategies

• Packing and luggage product recommendations

This ensured continued relevance across seasonal travel cycles.

Results & Coverage Summary

The campaign delivered placements across high-authority travel and lifestyle publications 

Placements appeared in prominent outlets including Forbes, AOL, and other major travel platforms

This combination of high-traffic exposure and strong domain authority significantly expanded JayWay’s digital footprint.

Creative Portfolio

The campaign focused on:

• European destination recommendations

• Travel mistake prevention

• Airline and luggage policy commentary

• Travel pricing insights

• Consumer-focused travel product expertise

By embedding JayWay within widely searched travel conversations, the campaign strengthened both credibility and SEO value.

Impact

As outlined in the presentation’s impact summary, the campaign delivered measurable business results:

• Significant increase in media coverage volume

• Substantial surge in website traffic

• Steady growth in new customer inquiries

• Elevated positioning as a trusted European travel planning expert

• Strengthened authority across U.S. and European audiences

Thought leadership placements enabled JayWay to command stronger trust and justify premium service positioning.

Why It Worked

The campaign succeeded because it aligned founder expertise with real-time travel conversations.

Rather than relying on promotional announcements, the strategy focused on contribution-based placements and expert commentary in high-demand travel topics. This approach generated repeat visibility across major outlets and built lasting credibility.

By combining authority-building with consistent seasonal relevance, JayWay Travel transitioned from a boutique operator to a recognised industry voice.

Conclusion

The JayWay Travel engagement demonstrates how targeted PR can elevate a specialized travel company into national and international visibility.

Through strategic media outreach, founder-led thought leadership, and high-authority placements, The Sprout PR helped JayWay Travel strengthen its reputation, expand its audience reach, and establish long-term authority within the European travel planning sector.