The Search Works, the UK’s largest search engine marketing company, today announces that it has been appointed by Hotelopia, part of TUI Travel PLC, to manage the company’s pay per click search marketing across its European markets as well as its campaign in the USA.
In the first phase of the relationship, The Search Works will undertake a review of Hotelopia’s current search activity, and then provide continued strategic support to each country the company operates in including the UK, Spain, France, Germany and Italy.
As a part of the programme, The Search Works will implement bespoke strategies for each country, by segmenting audiences and tailoring the campaigns based on seasonality, destination focus as well as localised events.
Hotelopia, which previously part-managed its search engine marketing (SEM) internally and via an external agency, hired The Search Works following a three-way competitive pitch process, to gain more specialist search experience.
Rob Freedman, travel group account director of The Search Works, said, “The Search Works has strong credentials in travel having a long relationship with the First Choice group, now part of TUI Travel PLC, as well a wide variety of other clients across the travel sector such as easyJet, Eurostar and Teletext.
"We’re extremely pleased to be working with Hotelopia which understands that a sophisticated SEM strategy is a vital part of the marketing mix to drive sales. We’re looking forward to working closely with them to fulfil their international commercial objectives.”
Laura Bolton-Heaton, head of customer acquisition at Hotelopia, said: “We are rolling out our SEM strategy by appointing a search specialist company which is able to expand and develop our activities within all of our ten international markets.
"The Search Works offers a transparent and bespoke approach displayed through a thorough understanding of our product, business objectives, and the ability to respond effectively within our ever competitive industry”.
The account will be handled by a team of dedicated travel specialists, headed up by group account director Rob Freedman.
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