Rooh Travel is a pioneering travel designer targeting affluent, adventurous Muslim travellers seeking culturally aligned holiday experiences.
“I hired GEC PR with the goal of helping Rooh Travel share its story and gain meaningful features across respected travel publications and they more than delivered. I worked closely with Fiona, who is a one-of-a-kind PR strategist. She understood my brand and was genuinely invested in seeing it succeed. Thanks to Fiona & GEC PR, Rooh Travel received powerful press coverage that I always thought was out of reach. Not only did it boost our brand awareness and increase our enquiries, but it also helped my mother finally understand what her son was up to! I’d highly recommend GEC PR to any brand seeking effective PR.”
Client Testimonial: Walid Haji, Founder
Campaign Duration
6 months
Objectives
- Raise national awareness of Rooh Travel as the leading platform for luxury, culturally mindful Muslim travel.
- Position founder Walid Haji as an inspiring entrepreneur and expert voice across business, tech, travel, and Muslim lifestyle sectors.
- Highlight the power of the Muslim travel pound, demonstrating the commercial opportunity of the halal travel market to UK media.
- Secure trend-led travel coverage to increase consumer visibility during key seasonal moments (New Year features, Dry January, family travel trends).
Strategy
1. Hero Press Release: Power of the Muslim Travel Pound
GEC PR crafted a compelling release spotlighting:
- The £200bn global halal travel market and the growing influence of Muslim travellers.
- Walid Haji’s entrepreneurial journey: launching Rooh Travel during the pandemic after redundancy, as part of his five-year plan.
- The gap in the market for young, affluent Muslim adventurers seeking culturally suitable travel.
Distribution:
Targeted Cardiff media, UK business and entrepreneurial titles, Muslim and Asian press, national travel desks, travel trade outlets, and lifestyle media.
Purpose:
Drive broad awareness and establish Rooh Travel’s authority from day one.
2. Founder Profiling & Feature Pitching
Positioning Walid as an inspiring and insightful founder included:
- New Year entrepreneur features – pitching Walid as an example of turning adversity into triumph during the pandemic.
- Tech and travel innovation features – highlighting how Rooh Travel sits at the intersection of travel personalisation, faith-aligned experiences, and inclusive tech.
- Local business stories – leveraging Walid’s Cardiff roots to secure regional interest.
3. Trend-Led Press Releases
To reach consumer travel audiences and lifestyle media, GEC PR developed two timely and shareable trend stories:
Trend Release: “Top 10 Travel Destinations for Sober Fun in the Sun”
Tapping into Dry January and the rising sober-curious movement, this release showcased alcohol-free destinations curated by Rooh Travel customers or recommended by Walid.
Target media: national travel desks, lifestyle outlets, wellness press.
4. Media Relations & Ongoing Opportunities
GEC PR maintained active outreach throughout the campaign, securing:
- Interview requests for Walid.
- Reaction commentary opportunities on halal travel and tech innovation.
- Inclusion in travel round-ups and trend stories.
- Features in publications exploring diversity and entrepreneurship in the UK.
Results
High-Impact Media Coverage
The campaign achieved coverage across business, lifestyle, travel, and national media, surpassing the target of 3–5 placements. Highlights include:
- TechRound BAME 50 – profiling Walid Haji as one of the UK’s most exciting BAME entrepreneurs.
Source: https://techround.co.uk/bame-50/50-walid-haji/ - Luxury Lifestyle Magazine – “10 of the Best Travel Destinations for Sober Fun in the Sun in 2025.”
Source: https://www.luxurylifestylemag.co.uk/travel/10-of-the-best-travel-destinations-for-sober-fun-in-the-sun-in-2025/ - The Telegraph – Featured Rooh Travel insights in “The Best Places for an Alcohol-Free Holiday.”
Source: https://www.telegraph.co.uk/travel/advice/best-places-for-alcohol-free-holiday/ - TTG (Travel Trade Gazette) – “How inquisitive agents can tap into the £200bn halal travel market – and why they should.”
A key trade placement elevating Rooh Travel within the travel industry. - The London News – Multiple articles featuring Walid and Rooh Travel.
Source: https://thelondon.news/?s=walid+haji
Quantifiable Outcomes
- 10+ pieces of high-quality media coverage across consumer, lifestyle, business, and trade press.
- Secured thought leadership positioning for Walid as a go-to voice in halal travel and travel tech innovation.
- Successfully introduced Rooh Travel to mainstream audiences, with coverage emphasising inclusivity, entrepreneurship, and innovation.
- Generated brand awareness among both consumers and travel trade partners, supporting Rooh Travel’s growth ambitions.
- Proven the impact of a single hero press release amplified by strategic trend pitching and founder profiling.
Conclusion
Through a strategic blend of founder storytelling, trend-driven content, and targeted media outreach, GEC PR delivered a high-performing, cost-efficient PR campaign that positioned Rooh Travel as a leader in culturally considerate travel. By elevating both the brand and its founder, the campaign established strong media foundations, unlocked new audiences, and showcased the commercial potential of the Muslim travel pound.
