The Passport Checker

Client: Confused.com

It’s time for the holiday you’ve been looking forward to all year. You’re at the airport, SPF and flip-flops ready, only to be told: your passport isn’t valid. You check the expiry date, confused. It turns out that due to post-Brexit rules, you needed six months left on your passport. You had no idea.

This is not just a hair-raising anecdote. Each year, 100,000+ Brits face this problem, costing £100s in rearranged flights, emergency documents and missed trips. That’s why The 10 Group & Confused.com created The Passport Checker — a foolproof tool to help UK travellers avoid holiday heartbreak.

To address a large gap in their share of organic search for travel insurance, Confused.com wanted to make themselves integral to travel storytelling through a range of PR story generation approaches, rather than rely on paid-for optimisation approaches.

The Passport Checker campaign highlighted an overlooked travel issue that was and is causing trouble for consumers. By providing a simple and useful tool to check passport validity, Confused.com took the guesswork out of trips to the airport, potentially saving consumers hundreds if not thousands of pounds, whilst also delivering on an SEO-driven business need, with Confused.com’s keywords and ranking improving as a direct result. The campaign garnered significant media attention, generating 529 pieces of coverage and 18 links across outlets including LadBible, the Daily Mirror, I News, Daily Express, Scottish Sun, Tyla, Ok! Magazine and the Daily Record.