The Great Roaming Rinse x Sky Mobile – Using GEO to build AI visibility.

Idea:  

Using our C:ited proposition, we identified key GEO visibility gaps and developed an integrated search strategy to increase Sky Mobile’s authority and discoverability around roaming-related searches. By connecting website content, organic search and earned media activity, we created a campaign designed to improve visibility across both traditional search engines and AI-powered search experiences. 

Built around timely travel insights and expert-led content, the campaign positioned Sky Mobile as a trusted voice on data roaming, ensuring the brand appeared in the conversations and searches that matter most to holidaymakers planning trips abroad. 

Execution:  

We tapped into the shared frustration of British holidaymakers facing unexpected data roaming costs, using state of the nation research to highlight changing data habits and just how reliant Brits have become on their phones while abroad.  

Our campaign explored the nuances of modern travel blunders, from accidentally leaving data roaming turned on to forgetting to connect to Wi-Fi before streaming, positioning Sky Mobile as the ultimate solution to avoiding expensive mistakes.  

We supported this with GEO-based PR research into a costliest roaming countries index, appealing to AI platforms and sparking media conversation around Sky Mobile’s newly expanded roaming list. 

Results: 

Delivered a significant uplift in AI search visibility, moving Sky Mobile from 39th to 1st in competitor citation rankings. 

We secured 44 pieces of coverage, including the Metro, The Daily Star, Daily Express and JOE and generated more than 54 million reach. 

The Global Roaming PR campaign succeeded in driving increased Sky AI mentions and visibility. 

Mentions increased from 25 to 253, visibility raised from 2.7% to 26.2% and Sky’s share of voice improved +5.9ppts to 6.5%.