The sites teamed up with the show to capitalise on its significant US client base, offering to supply prizes to contestants starring in two recent episodes.
As a result, the brands saw a 380% week-on-week spike in website traffic, group chief executive Darren Burn told TTG.
“We decided to work with RuPaul’s Drag Race after it became clear to us that this would be an excellent platform to use to extend our brand reach,” said Burn.
“More than 50% of our clients are already based in the US and with the show having such a global reach through its distribution on Netflix, we recognised an opportunity to reach a wider demographic.”
Burn said the company had worked closely with the RuPaul production team to deliver prizes for the contestants from both the TravelGay and OutOfOffice sides of the business.
“We’ve been particularly impressed with the number of enquiries we generated and direct traffic to our website is up 380%,” he explained.
Burn added the aim was now to extend the partnership and continue to build the two brands’ presence.
“We’re already in talks for how we can work with the production company on other prizes,” said Burn.
“As we redevelop TravelGay.com into a global platform with significant investment over the coming months and years, you’ll be sure to see lots more of us on the show.”
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