SuperBreak Launches UK First in Natural Search Targeting

July 29, 2009 (PRLEAP.COM) Business News
SuperBreak, the market leader in the provision of UK and European short breaks has launched a new breed of customer targeting on its website www.superbreak.com.

Dubbed 'Natural Search Targeting', the initiative is a UK first, targeting users based on their submitted specific interests either on SuperBreak.com or Google/Yahoo. When (potential) customers search for one of four key criteria (theatre, weekends away, etc.), subsequent ads they see will contain that specific message. For example, if you were interested in 'theatre weekend breaks', keyed that in, and clicked on the natural search link to the SuperBreak site, any subsequent SuperBreak display ad seen by the user would be tailored to that specific criteria. In this example, theatre weekend breaks

This is the first time destination-specific ads have drawn on customer-submitted search terms to serve a display ad. It means that web banners are more relevant, not only increasing SuperBreak bookings but also improving the customer experience by only showing ads which are known to be relevant. Natural Search Targeting is a very powerful channel for messaging allowing SuperBreak to engage on a user-generated demand for information.

The creative was designed in-house by SuperBreak; the campaign was planned and managed by Web Liquid working in partnership with MediaPlex.

James Hudson, Media Director at Web Liquid commented "This is a great step forward in bridging the gap between search and display. Using retargeting technology in this way allows us to become more advanced with both our buying strategies and media messaging".

Khalid Amin, Online Marketing Manager at Superbreak added "In the last few months we have restructured much of our marketing effort at Superbreak and are now better able than ever to respond to new opportunities and initiatives within the online environment. Natural Search Targeting allows us just this in the natural search and display arenas.

Daniel Bougourd, Technical Account Manager at Mediaplex, adds "We're delighted that Superbreak are using many aspects of the MOJO Adserver platform. Integrating Mediaplex MOJO technologies, including this latest natural search targeting feature, allows us to effectively manage and optimise their offering, leading to maximum return on media investment, we look forward to increasing their performance further."