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Center Parcs have signed a contract with guava, one of the the UK’s leading search marketing agencies.

After an initial trial period, Center Parcs today announce their first contract with guava to provide a strategic pay per click search engine advertising campaign. The campaign will run in the build-up to the key booking period for the summer holidays. guava will promote Center Parcs’ core holiday and Spa offering to the diverse Search audience, leveraging on the strong brand identity to drive qualified online traffic to the site.

Colin Whaley, Center Parcs’ Sales & Marketing Director, was appointed in January 2005, and since then a priority has been to drive online business.

Guava are believed to have considerably decreased Center Parcs cost per click, “The strategy and market knowledge that Guava offer give them an edge,” explains Whaley. “So far they have provided a higher volume of qualified traffic for the same spend”. guava also work with other prestigious travel clients such as Travelbag, ebookers and Ramada Jarvis.”

One of guava’s first moves, as it is with all its major clients, was to commence protection of the Centre Parcs brand to stop competitors bidding against their trademarked names.

The next step was to implement an ROI based bidding strategy, so as to ensure that the focus is on those search terms that produce sales. This is achieved by implementing sophisticated tracking and analysis systems to monitor the position of each search term and the sales generated by it, all day every day.

Tracking and reporting provided by guava is often an invaluable tool to clients. Graeme Radford, Managing Director of guava explains that a bespoke results service is key to keeping clients informed, “by having detailed industry knowledge and an insight into the Search Engines, we are able to reduce the average CPC for the majority of clients, whilst producing more volume at a greater ROI”


Published on: 12:00AM on 9th May 2005