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.”

About The Holiday Place Plc
Since our foundation in 1986, The Holiday Place Plc has built a reputation for offering a high quality personalised service that delivers customers value for money. A specialist Tour Operator providing holidays for the discerning traveller to a diverse range of hotels & resorts in some of the world’s most exotic locations, including: The Caribbean, The Mediterranean, Indian Ocean & Africa.

About Efficient Frontier
Efficient Frontier is a leading digital performance marketing company managing search and display optimisation for large-scale marketers around the globe. Founded in 2002, Efficient Frontier pioneered the application of modern portfolio theory to Search Engine Marketing. Today, the company combines its core predictive modelling algorithms and bidding technology with comprehensive, value-added services to manage more than $750 million in annual search spend globally. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal campaign performance and growth in highly complex and competitive marketplaces. The company is headquartered in Sunnyvale, California, with offices in New York, the United Kingdom, France, Germany, and India, and technology licensing partnerships in Japan, Hong Kong and Australia. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit and subscribe to the Efficient Frontier blog at

For further information, please contact:
Merinda Peppard | Global Marketing Manager
Efficient Frontier

Published on: 2:30PM on 11th February 2010