Washington Post: By the Way
Project Overview
Situation
Travel coverage needed to grow from local print travel to Global digital travel and attract younger readers and convert them to subscribers. Secure a launch sponsor for incremental revenue during the launch and first year.
Task
Conducted competitive research to determine what a product that provides value to millennial audiences but is also differentiated in the marketplace.
Result
Partnered with Lincoln Motor cars to sponsor the launch of ByTheWay leveraging co-branded promotions across Washington Post channels, and social platforms driving adoption and readers/subscribers of a younger demographic.
Action
Built a mobile-first travel site that leverages locals to showcase their city and pride off-the-beaten path experiences, restaurants and neighborhoods to stay in for each city.