How Admiral Jet secured 30+ published articles and grew its Domain Authority from 11 to 25
Admiral Jet
Private jet charter | Travel & Aviation | Consumer Services
Admiral Jet came to us looking to increase brand awareness, secure high-quality media coverage and strengthen the online authority surrounding its website.
Over an approximately 21-month campaign, we secured 30+ published articles across national, travel, consumer and business media, with coverage appearing in titles including Forbes, The Sun, HuffPost UK, Travel + Leisure, Daily Express, Yahoo, GB News, Metro, Raconteur and Consumer Reports.
During the same period, Admiral Jet’s Moz Domain Authority increased from 11 to 25.
The client
Admiral Jet is an international private jet charter company offering bespoke private jet charter and helicopter hire.
Operating in a competitive travel and aviation market, the company wanted to build a stronger media presence while also developing the authority and visibility of its website through earned media.
The expert behind the campaign
A key part of the campaign was positioning Admiral Jet’s David Doughty as a credible source of travel and aviation expertise.
David has worked in private aviation since 2008, with experience spanning private jet charter, charter sales, aviation consultancy and business management. Before leading Admiral Jet, he worked as both a Charter Sales Broker and Charter Sales Manager, giving him first-hand knowledge of the aviation industry and the practical realities of arranging private travel.
That experience gave us a strong base for expert-led PR. Rather than limiting David’s commentary to private jet charter, we were able to position him across wider subjects including airlines, airports, passenger behaviour, travel disruption, destinations and broader aviation trends.
The challenge
Admiral Jet wanted PR to support three main objectives:
— Increase awareness of the Admiral Jet brand
— Secure coverage across recognised national, travel and business publications
— Earn authoritative editorial coverage and backlinks that could support the website’s wider online visibility
Rather than relying solely on stories specifically about private jets, we identified an opportunity to position Admiral Jet as a useful source of expert commentary across the wider travel and aviation industry.
The PR strategy
The campaign centred on expert-led travel and aviation commentary, allowing Admiral Jet to contribute to a much broader range of journalist requests and editorial stories.
Topics covered during the campaign included:
— Airline and airport travel
— Flight etiquette and passenger behaviour
— Airline upgrades and loyalty programmes
— Family travel
— Holiday destinations
— Airport transfers and travel costs
— Aviation safety and procedures
— Business travel
— Travel disruption
— International travel trends
— Luxury travel
This broader positioning meant the campaign was not dependent on journalists specifically writing about private aviation.
Instead, Admiral Jet could contribute useful expertise to mainstream travel and consumer stories where its knowledge of flying, airports and the wider aviation industry was relevant.
30+ pieces of earned media coverage
Across the approximately 21-month campaign, Admiral Jet secured more than 30 published articles. Coverage extended beyond specialist aviation media, with the company appearing across national newspapers, travel publications, consumer titles and business media.
Examples included:
— Forbes
— The Sun
— HuffPost UK
— Travel + Leisure
— Daily Express
— Yahoo
— GB News
— Metro
— Raconteur
— Consumer Reports
— Fodor’s Travel
— Business Insider
— USA Today
— Mirror
— GoodtoKnow
— Best Life
The range of coverage demonstrated the value of positioning Admiral Jet not simply as a private aviation provider, but as a source of wider travel and aviation expertise.
Building authority through expert commentary
A significant part of the campaign centred on making Admiral Jet useful to journalists. Rather than repeatedly promoting the company’s charter services, we identified subjects where its experience of aviation and travel could contribute to wider consumer stories. Forbes featured Admiral Jet expertise in coverage of growing tourism to Nikko in Japan. HuffPost UK used the company’s advice in an article about ways travellers may be able to secure a complimentary first-class upgrade. Travel + Leisure featured Admiral Jet’s aviation insight when explaining why passengers are asked to stow their tray tables during take-off and landing. Daily Express used Admiral Jet commentary across stories covering airport transfers, inexpensive holiday destinations, crowded destinations and aircraft window shades. GB News featured the company on subjects including travelling with dementia, common passenger mistakes and aircraft comfort. The campaign also generated coverage through publications including Yahoo, Metro, Mirror, GoodtoKnow, Fodor’s Travel, Consumer Reports, Business Insider and USA Today.
Supporting online authority through earned media
Many of the articles secured during the campaign also included editorial backlinks to Admiral Jet’s website. When we began working with Admiral Jet in July 2022, its Moz Domain Authority was 11. By April 2024, that figure had increased to 25. Domain Authority is a third-party metric developed by Moz rather than a Google ranking factor, and changes in the metric cannot be attributed solely to PR activity. However, the increase took place alongside a sustained period in which Admiral Jet was earning national media mentions and editorial backlinks from established publications. For a campaign where increasing online authority was one of the objectives, it provided an additional indication of how the company’s wider digital presence developed during the period.
The outcome
The campaign gave Admiral Jet a substantial body of independent editorial coverage across national, travel, consumer and business media.
By broadening the company’s positioning beyond private jet charter alone, we were able to create a much larger pool of relevant journalist opportunities and secure 30+ published articles over approximately 21 months.
The campaign also generated editorial backlinks from recognised publications, while Admiral Jet’s Moz Domain Authority increased from 11 to 25 during the campaign period.
You can view Admiral Jet’s published articles in our Media Coverage database, alongside hundreds of other articles secured for our clients across a wide range of industries, sectors and areas of expertise.
The results
| Project length | Approximately 21 months |
| Published articles | 30+ |
| Core strategy | Expert-led travel and aviation PR |
| Primary objectives | Brand awareness, media visibility and online authority |
| Media examples | Forbes, The Sun, HuffPost UK, Travel + Leisure, Daily Express, Yahoo, GB News, Metro, Raconteur and Consumer Reports |
| Moz Domain Authority | 11 to 25 |
| Markets | United Kingdom and international |
| Campaign status | Completed |
Could expert-led PR help build your business’s authority?
Fair Public Relations helps small businesses, founders and credible experts turn their knowledge and experience into useful media opportunities. Campaigns can include expert commentary, proactive story development, reactive journalist opportunities, founder positioning, service PR and wider earned-media outreach. Earned coverage, backlinks and changes in third-party SEO metrics cannot be guaranteed, but every campaign is built around relevant opportunities and genuine editorial value.
