The Holiday Place Plc Employs Efficient Frontier As Full Service Marketing Provider

London, 10 February 2010 - The Holiday Place has appointed Efficient Frontier, a leading online performance marketing firm, as its new search marketing partner after a competitive five way pitch. The Holiday Place is a specialist tour operator providing affordable holidays for the discerning traveller to a diverse range of great value hotels & resorts in some of the world’s most exotic locations, including: The Caribbean, The Mediterranean, The Indian Ocean & Africa.

The Holiday Place expects to take advantage of Efficient Frontier’s travel sector experience, tailored services and forecasting ability to grow their business through search engine marketing. In the first instance, Efficient Frontier’s team will be tasked to substantially build out the long tail, adding thousands of keywords for significant destinations. Then they hope to utilise Efficient Frontier’s skills in integrating back end revenue data into their search campaigns, thereby increasing their return on investment.

Chirac Shah, Joint Marketing Manager for The Holiday Place, explains, “We are enthusiastic about Efficient Frontier’s ability to deal with seasonality in a reliable and automated way, using versatile built-in data recency models. But it’s not just about the sophisticated technology. We also felt Efficient Frontier’s astute team, would be great to work alongside.”

Nick Morley, VP International Sales and Client Development at Efficient Frontier said, “We are delighted to be working with The Holiday Place. They have a unique value proposition and we can see great potential in improving their search marketing campaigns.”