Britain’s leading cruise line operator, P&O Cruises, has appointed Yucca to its search marketing account following a competitive pitch.
The six-figure account was awarded to the Bristol-based independent in March. Yucca was initially briefed to rebuild the search campaign for Superliner Ventura ahead of the new ship’s launch in April 2008. In addition to this, Yucca have built a new campaign for the wider P&O Cruises brand in time to support the release of the 2008/9 brochure. Both campaigns are now live across Google, Yahoo and MSN.
Gavin Atcheson, Senior E-Marketing Executive at P&O Cruises, said: “Yucca has been appointed because they were able to demonstrate an approach to search that was tailored for the P&O Cruises business. They presented us with a logical argument to support their recommended approach to our forthcoming campaigns. By filling in the gaps our organic profile doesn’t cover, we’ll be aiming to achieve the best coverage”.
Ben Martin, Yucca’s MD, also noted that key to P&O Cruises’ decision to move the business was Yucca’s holistic service. “Search strategy must encompass site performance too. We not only build and maintain search campaigns but we also look at what the user does once they arrive at the site, so we can help them achieve their objective – be that a brochure request, a booking, or simply digesting information. It’s how we maximise conversions.”
Gavin Atcheson 02380 656706/ firstname.lastname@example.org
Ben Martin 07817 003785/ email@example.com
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