DFDS was keen to see immediate growth and a program that worked hard to reach their target market of travelers in the North of England, South of Scotland and also within the radius of their secondary hub Harwich.

Not only that, they insisted that we deliver added value by reaching people interested in short breaks and package holidays to Europe – a notoriously competitive and challenging market.

The Solution

We knew the account was no ordinary one and required some serious creative thinking and a lot of time working closely with DFDS to better understand their business, its key drivers, the S.W.O.T of their offering and, most importantly, their customers.

Without this sort of knowledge and insight we would have been lost at sea. To develop the necessary insight we worked with DFDS to create an in-house support team to ensure we clarified the offering on every aspect of their product, their marketing and gained all the customer insight that might help us develop a cutting edge PPC program.

It worked. The account is now one of the most advanced, complex and efficient accounts in our portfolio. With tens of thousands of keywords, hundreds of ads and dozens of different ad locations, the campaign is a finely-tuned engine.

Honed to exacting standards, its geographical targeting reaches only the strongest potential audience, its messaging is constantly refined to maximize conversion and the account grows and develops every single working day (and some weekends too!).

It is now the core marketing channel for DFDS and we continually work together to gain incremental improvement. As a result, it goes without saying that DFDS is very pleased with the efficient and very personal management that goes into the account.

Highlights so far:

• Now the leading marketing channel for DFDS
• Increased the ROI by 40%
• The channel has grown by 60% in the past two years, demonstrating its importance in the generation of sales and revenue.
• The success of the campaign has been rewarded with further investment with us for SEO, email, media, online PR and much more
  

Without going into the nuts and bolts of the strategy, it is currently delivering a whopping return of 50:1!

As you can imagine DFDS are delighted with this, and of course so are we.