The agencies were hired following a collaborative pitch, aligning expertise across search marketing, display and social networks, with a spend of more than £8million over the next 12 months. The appointments follow a competitive pitch involving four other agencies.
Efficient Frontier, a leading digital performance marketing company, will be managing paid search marketing campaigns across eight brand websites including www.cottages4you.co.uk, www.welcomecottages.com and www.english-country-cottages.co.uk. Efficient Frontier will combine its travel sector experience, tailored services and optimisation technology to achieve the best possible performance for Holiday Cottages Group.
Digital agency Essence will handle the display and social networking elements of the campaign. The work will include direct response and brand display activity, and will leverage Essence’s proprietary campaign management system, Olive to optimise campaigns across portals, travels sites, ad networks and social media.
Nick Rudge, Vice President Sales, Marketing and Operations at Holiday Cottages Group, explained: “We have a vast portfolio which needs to fully utilise the online marketing tools available. One of our key focuses in the pitch process was to find partners that would work strategically to optimise our campaigns, improve ROI and predict future results. We have been extremely impressed with the approach both Efficient Frontier and Essence took in answering our brief.”
Nick Morley, Vice President International Sales and Client Development at Efficient Frontier said: “We are thrilled to be working for Holiday Cottages Group. As the lead agency, we look forward to working with Essence to push the client’s campaigns to the next level.”
Joseph Leon, Associate Partner and Media Lead, Essence added: “We are relishing the opportunity to help Holiday Cottages Group expand their activity in the digital display space. From social media to ad networks, there are some incredibly exciting plans for 2010 and we can’t wait to hit the ground running in January.”