Direct response media agency, Equimedia, has been appointed to improve the online performance of holidayextras.co.uk
on natural and paid for search listings, following a three-way pitch for the business.
Holiday Extras is the UK’s leading provider of holiday extras such as airport hotel accommodation and airport parking, Êproviding arrangements for around 3.5 million passengers a year. By improving its web performance, the company intends to drive down the cost of acquisition and improve margins through better use of data. This is especially
Commenting on the appointment, Matthew Pack B2C and Web Director at Holiday Extras, said: Our focus is on customers’ holiday extras needs, offering a comprehensive range of products designed to provide the best choice at the best prices. It was therefore important for us to choose a company which was able to deliver valuable customer insight through systems, data and in-depth analysis as well as drive down acquisition costs. Equimedia demonstrated an understanding of our business and showed a capacity to deliver on our needs. We ourselves have questioned the benefits of outsourcing PPC but Equimedia have proved to be committed to both our business and media delivery.

Richard Davies, Planning Director at Equimedia, added: It is an exciting win for us as it challenges the agency to get the very best out of direct digital media planning, delivering a daily ROI across every business variable important to Holiday Extras. We will be delivering the best in class management information and therefore improving the web marketing programme for Holiday Extras. Our innovative approach to planning means that Holiday Extras is able to make realtime ROI decisions across the 25 sales destinations.

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