TradeDoubler, the international digital performance marketing company, and the UK’s largest search specialists, The Search Works, today unveiled details of a joint initiative to support the launch of an adventure travel social network, Big Earth.
TradeDoubler has been appointed to develop and monetise the site’s affiliate and display inventory, whilst The Search Works has been tasked with developing its SEO strategy and driving an online public relations campaign ahead of the launch.
Created by the team behind Ewan McGregor and Charley Boorman’s Long Way Round and Long Way Down, Big Earth is an interactive site that aims to inspire thrill-seekers and expedition-lovers and help them to plan independent travel or once-in-a-lifetime adventures.
The deal will see TradeDoubler and The Search Works build a digital marketing programme to support the launch of the site in April.
Both agencies have been appointed on an exclusive basis on the strength of their expertise in the affiliate and search markets, without a competitive pitch.
TradeDoubler will support the launch of Big Earth through promotions with its extensive network of advertisers, with the aim of attracting content to the site, generating revenue in the form of affiliate commissions, and facilitating the formation of long-term partnerships.
This will be complemented by an extensive SEO and online PR campaign to drive traffic to the site. The Search Works has been engaged to provide a full site audit and site optimisation to help increase online visibility and develop the initial user-base for Big Earth.
Russ Malkin, managing director of Big Earth, said: “Digital marketing provides an effective and economical channel through which to build an online presence and we recognise the value in using it, particularly for the launch of a new digital brand.
“TradeDoubler and The Search Works’ heritage, knowledge and reputation, coupled with their established relationships with the very people we are looking to engage and interact with on Big Earth, left us in no doubt that they could help us to launch the site with a bang.”
Big Earth will initially launch in the UK in April with a global roll-out intended for late 2009.