Creating the best travel website in the world.

Jetwing Hotels: The Island Insider

  • 45M unique global reach
  • 2,500% increase in social engagement
  • 82% watch-through on YouTube

“A truly visionary example of the future of digital travel marketing.”

Ruairidh Roberts,
Head of Travel,

Our challenge

We were tasked with reimagining the way Sri Lanka’s leading luxury hotel company communicated with English-speaking markets around the world. The brand enjoyed an enviable reputation in their domestic market and across Asia and parts of Europe, but knew there was huge untapped potential. They wanted a strategy that tied together organic SEO, PPC and paid social with well-crafted content to reach those audiences.

Our solution

UNTOLD delivered something much more than a generic digital hotel website or magazine, pushing the concept in quality and production to create one of the leading destinations for content and storytelling on Sri Lanka in the world.

The Island Insider was a full, story-led content marketing strategy designed to cut through the noise through broadcast and magazine-quality Sri Lankan travel content, including long-form features, photographs and films. All of this built on top of a powerful and technical SEO-driven strategy that blended keyword targeting with cutting-edge on-page and technical optimisation.

Seriously shareable

From filming blue whales in the Indian Ocean to a mindblowing train journey into Hill Country, the meticulously researched stories were optimised, image-enriched and seriously shareable, drawing from our impressive roster of writers and filmmakers. These included best-selling author Nick Hogg, ex-Rough Guide editor Emma Boyle and Sky Arts documentary director Ed Coleman.

Extraordinary results

The site and stories delivered extraordinary results: a reach of 3+ million per month; over 1m video plays and massive authentic engagement and sharing; top ranking films on YouTube for key search terms; engagement that exceeded 45+ million globally across the campaign.

The project has not only brought the country to life and driven bookings, but positioned the brand as a definitive publisher of Sri Lankan stories, transforming Jetwing into a global digital gateway to the island.

  • The site won Best Travel Website in the World at the prestigious Travel Marketing Awards, with the head of Google Travel praising it as a “stunning and visionary example of hotel marketing and digital storytelling”

On film

  • Land of Giants

    With the chance to see blue whales, sea turtles and the Sri Lankan elephant in just three days, Sri Lanka is truly a land of giants. This film offers an indispensable guide to uncovering some of the island’s natural treasures.

  • Slow train to Hill Country

    An adventure from Colombo to Ella on the Sri Lanka railway. When it comes to the great railway journeys of the world, nothing beats the culture, scenery and experiences of the slow train up to Hill Country in Sri Lanka.

  • How to cook Sri Lankan rice & curry

    Five recipes including the perfect Sri Lankan chicken curry. Sri Lankan food isn’t well known in the UK, but it’s on the rise. We went behind the scenes with one of the island’s best chefs and cooked up a feast.


"UNTOLD has brought the experience of Sri Lanka brilliantly and beautifully to life. Now if I’m asked to give advice on travelling here, I just point people to The Island Insider."

Len Porter,
Jetwing Hotels.