Henoo.com, a new Meta search engine for package holidays, is to embark on its first major marketing initiative with a TV advertising campaign and a live link into other websites.
The move comes just two months after the Internet Business Group, a City-listed technology company, launched Henoo.com to open up further consumer-facing opportunities for its AffiliateFuture advertising business.
The ad spots are expected to feature on digital station E4 and ITV regional stations over a 4-6 week period from early June.
The website, which is based on the price comparison model favoured by Kelkoo and Travelsupermarket.com, will also feature in a new initiative based on allowing partner websites on the AffiliateFuture network to take an XML feed.
Affiliate members of the network, which is also owned by IBG and has a number of key travel clients advertising on a raft of websites, will be able to include Henoo.com’s search facility direct into their site.
IBG chief executive Maziar Darvish said: “This is an opportunity to market ourselves direct to the consumer.”
Henoo.com launched in March this year with the backing of MyTravel, which uses the site to market its portfolio of holidays. Since then Virgin Holidays has also joined the site, with a string of other, unnamed tour operators set to sign deals shortly.
The idea was born out of a strategy to leverage the inventory from its existing travel client base IBG on the AffiliateFuture network via a Meta search engine.