What do bicycles and real estate have in common? It turns out that a lot, actually – which was proved by the success of another one of our creative campaigns for Morizon.pl. Morizon.pl is one of the largest internet real estate search engines in Poland. As part of our work for them, which has been going on for several years, we take care of the company blog and carry out regular link building activities.
During our work together we have got to know the real estate market and the needs and expectations of our client’s most important customer groups well. We’ve also built relationships with journalists and experts in this niche. As part of the content marketing strategy we created for Morizon.pl, we understand that where and how you live is an extremely important element of your everyday life.
The way we feel at home is influenced by our immediate surroundings (our apartment complex, estate, city), parks, air quality, as well as the way in which we commute to work or school every day. When starting our work on the campaign, we focused on the last factor. Together with our client, we decided to rank the cycling infrastructure of Poland’s largest cities.
We did this to strengthen the awareness of Morizon’s brand just before the hottest period on the rental market and to get links and new publications during the summer months, which for journalists are usually the peak of the cucumber season.
When creating the ranking, we compared the conditions that cyclists can expect in Poland’s 10 biggest cities: Warsaw, Krakow, Poznan, Wroclaw, Lodz, Bydgoszcz, Gdansk, Szczecin, Katowice, and Lublin. The cities were ranked based on three categories:
- bicycle infrastructure (density of bicycle paths),
- safety (accidents involving cyclists),
- city bike hire systems (number of bikes, number of docking stations, and average price per hour of rental).
To collect the necessary data, we mainly used publicly available sources: information on cycling infrastructure published on local news outlets or statistics from official city bike hire system operators. To present the most up-to-date numbers, we also directly contacted city councils and police stations and asked for the latest reports and statistics.
11 texts, 15 graphics and 30 bicycle routes
Our report came out in not one, but in 11 articles: in addition to a general analysis of the results, we also prepared articles on each of the studied cities. We looked closely at the most important local investments related to bicycles and we presented possible bicycle routes for residents. For each city, we developed 3 routes of varying lengths and levels of advancement – so that both hardcore and beginner cyclists could test them.
To make it even easier, we mapped out each route on Google Maps. This way, they could conveniently serve as practical navigation. The articles were supplemented with infographics, in which, in addition to ranking cities in individual categories, we also presented the most important numbers and interesting facts collected during our research.
The form in which we created the report: nationwide ranking and slightly shorter city entries, was extremely important to us in planning media promotions. In the campaign, we wanted to focus on strengthening the local awareness of Morizon’s brand. Our targets were primarily city and regional news outlets, followed by nationwide media and websites dedicated to cyclists.
The campaign “Poland’s Most Bicycle-Friendly Cities Ranked” appeared on the Morizon.pl blog at the beginning of July 2018. At the same time, we launched the campaign promotion, sending individual press releases to journalists and publishers from a previously prepared contact database. We didn’t have to wait long for the results. The report was met with great media interest: over 100 publications were devoted to it, which translated into 96 links (including over 50 dofollow). Onet, WP Tourism, Interia, Polska Times and Portal Samorządowy, as well as the network of regional outlets Nasze Miasto and Eska Info wrote about Morizon.pl.
Traditional media also got interested in our report. Papers such as Gazeta Wyborcza Lublin, Nowy Tydzień, and Express Bydgoszcz wrote about it. TVP Wrocław also prepared a news segment dedicated to the Morizon.pl list.
Interestingly, subsequent articles citing the ranked cities appeared even a month after the report’s publication. All thanks to the local elections planned for October 2018. Our list turned out to be a great excuse for journalists to question local authorities in individual cities about plans for the development of cycling infrastructure.