Cruise.co.uk the UK’s largest cruise agent, has today announced an exclusive partnership with Tradedoubler, an international leader in performance marketing. By partnering with Tradedoubler, Cruise.co.uk will use the performance marketing company’s network of digital publishers, to run an affiliate marketing programme that will enable them to capture and track all audiences, both on-line and off-line.

Cruises are considered high value purchases made by a diverse demography of consumers, so most holiday-makers are keen to talk to an agent; this can often mean that their purchase journey can start on-line and finish off-line. Therefore, Cruise.co.uk needed an affiliate marketing programme that could be: 1) delivered through diverse marketing channels so as to not exclude any prospective consumers, and 2) tracked regardless of whether the purchase was made by desktop, mobile device or landline.

Cruise.co.uk chose to exclusively partner with Tradedoubler, as it was able to deliver a call tracking solution that would close the full sales circle from on-line to off-line. Additionally, Tradedoubler worked with Cruise.co.uk to produce a creative marketing and commercial model, through its proven expertise in the travel industry, which will help to drive traffic and sales to the cruise aggregator’s website. As a leader in the travel industry, Tradedoubler already works with travel providers such as Royal Caribbean, DFDS and travel aggregators such as Expedia.

Brendon Collins, head of strategic partnerships at Cruise.co.uk commented, “Prospective consumers often want to talk to a cruise agent, even if they’ve found a discounted deal on-line. With our previous affiliate marketing campaigns, we were unable to track [once the customer was on the phone] which on-line promotion the lead had generated from. However, with Tradedoubler we will be able to track the history of the consumer’s purchase journey from start to finish and the network of publishers accordingly, thanks to Tradedoubler’s seamlessly integrated tracking tool.”

Dan Cohen, regional director at Tradedoubler commented, “Affiliate marketing programmes progressively need to be integrated through multiple channels and be tracked, to capture optimal audiences and maximise the return-on-investment for the advertiser. By being able to track the full purchase journey, advertisers will gain insight to keep re-modelling and evolving their affiliate marketing programmes, to further drive traffic and sales. Tradedoubler is excited to be working exclusively with Cruise.co.uk to achieve this goal.”