Search engine marketing (SEM) firm Spannerworks has been hired by TUI UK, the UK’s leading tourism business, to run a variety of Search Engine Optimisation (SEO) and Pay Per Click (PPC) campaigns. Spannerworks will initially work across three of the Group’s brands –, and

Spannerworks is providing TUI UK with specialist SEO consultancy for, which acts as a portal for the Group’s various holiday businesses. The consultancy will help TUI UK overcome difficulties associated with applying a successful search strategy to such a large and complex site.

Part of the campaign for will compare Spannerworks’ PPC performance with one of TUI’s media buying agencies, which has traditionally handled paid search as part of the company’s wider media campaign. The accompanying SEO campaign will raise awareness of the wide range of holiday types available from through an improvement in its natural search rankings.

Spannerworks will also use both PPC and SEO campaigns to significantly grow the online presence and sales potential of, one of TUI UK’s activity holidays businesses. The campaigns will involve the optimisation of site content and the development of specific search terms that are likely to be used by the target audience. The move is designed to take advantage of the increasing consumer demand for more adventurous holiday options.

Madeleine Wood, Business Development Manager at Spannerworks, said: “Our business development is structured by vertical sectors, of which travel is one of the most important. TUI’s decision to work with Spannerworks is testament to our experience and success in this sector. There has also been a lot of recent debate about whether responsibility for paid search campaigns is best given to a media buying agency or a specialist search company. So being tested by TUI in this way also presents us with a timely challenge.”

Nathan Timmins, Head of Online Marketing for TUI UK, said: “We have been seeking an effective search partner for some time, and one that could bring consistency to a site as large as as well as to the individual sites of our various brands. We liked Spannerworks because it has a wealth of experience in working with travel companies, solid project management practices and, of course, impressive results. ”

Catherine Crone, Managing Director of Headwater, added: “The tourism market today is shifting a bit because an increasing number of people are looking for a trip that offers an alternative to the traditional sun, sea and sand holiday. Spannerworks will make sure that our website content is fully optimised and give us set of specific search terms that will make it a lot easier for our audience to find the Headwater site and book the right type of holiday for them.”

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Press enquiries to
Spannerworks - Charlotte McDougall on T: 01273 828137, M: 07799 671933 or
TUI UK – Jane Sinclair on T: 01582 645367 or

Notes for editors

About Spannerworks
• Spannerworks was voted the number one search engine marketing firm in the UK by readers of Marketing, Revolution and Marketing Direct magazines in 2006.
• Founded in 1997 Spannerworks offers paid search, natural search and social media marketing services.
• It employs an approach to its services based on ethical techniques of search engine optimisation (SEO) and jargon-free, common-sense methodology.
• The firm employs 50 people and is based in the city of Brighton & Hove, UK.

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Published on: 12:00AM on 8th November 2006