| Ryan Hansen 
Today’s customers favor what PR is best at delivering — informative, story-driven content. In fact, as Leveraging PR to Drive Demand, Revenue & Profit Growth outlines, a few minor adjustments to your public relations strategy can move your results beyond building brand awareness to increasing web traffic, filling sales pipeline, and boosting revenue. To connect your press release strategy to the bottom line, though, you need to first connect your content and product story to audiences’ desires and purchase decisions. Priceline.com’s recent press release is an excellent example of this, making it our latest Content We Love. “Across the generations, Americans have an appetite to take the trips that matter to them, but it’s Millennials who say they need to take the most trips – at least seven or more this year – to make themselves happy,” according to Priceline.com’s Survey Breaks Down Travel FOMO. The new Traveler’s Sweet Spot survey, which was announced via this press release, offers interesting insights into the travel habits of one of today’s most influential consumer segments — Millennials. In addition to revealing that 83 percent of surveyed Millennials would rather take multiple short getaways in lieu of one long getaway this year, priceline.com digs into one of the most common purchase triggers: FOMO, the fear of missing out. 
While the survey shows that Millennials want to travel more often, they say they miss out more than they would like with 85 percent reporting they frequently regret when they're unable to travel. “For every trip, there’s something on the line, whether it’s friendship, family, or wellness,” says Brigit Zimmerman, senior vice president of Air and Vacation Packages for priceline.com. “Our research tells us the number-one reason that prevents consumers from traveling is cost and we offer thousands of hotel, flight and rental car deals daily, making it easier to get to important life events, on any device, and at the last minute.” Taking the data they’ve collected about Millennials’ propensity for spur-of-the-moment travel, priceline.com seizes the timely opportunity of Memorial Day weekend with flight, hotel, and destination deals their audience will care about. Playing to the fun and popular FOMO acronym, the travel brand gives the nudge consumers may need to use their service. The information in this press release is not only interesting and actionable for customers, it’s also media-friendly. Statistics are easily shareable and offer tangible and insightful information for content production, which can be seen in the targeted media pickup the survey received, like this Lonely Planet article. The bottom line is priceline.com has created a campaign that meets its customers at a purchase moment. Summer, holiday and spontaneous travel opportunities all appeal to their audience. By recognizing what their customer wants, priceline.com delivers helpful information and the tools to make it happen. For more insight into how PR can boost your marketing strategy and create results, download our quick guide Leveraging PR to Drive Demand, Revenue & Profit Growth. And next time the travel bug hits you, be sure you avoid the fear of missing out on anything. Author Ryan Hansen (@RPH2004) manages social media at PR Newswire, sharing the latest PR, marketing and social media trends across our networks. See what he's up to around the PR Newswire offices by following @PRNewswire on Instagram. | 
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