The dedicated cruise division of mainstream holiday provider Thomas Cook will hand creative, media planning and buying, search and affiliate duties to Harvest Digital following a three-way pitch for the business.
Initial work for the brand will include a campaign to run Teletext.co.uk featuring high-end photography of the brand’s products, which include tours on operators such as Royal Caribbean and Ocean Village.
Darren Stott, head of sales and marketing at Cruise Thomas Cook, said: “Harvest Digital has brought a strategic approach to our online marketing in order to make all the elements of our integrated marketing work together.
“This includes up-weighting the search bidding in line with our TV schedule and driving traffic through affiliate marketing which will support our drive to increase sales through the online channel.’
Harvest Digital, which runs the digital media account for the mainstream Thomas Cook brand, has also created a behavioural targeting campaign on the Yahoo! portal and paid search on Google and MSN.
Harvest Digital director Emma Wilson said: “We have combined targeted scheduling with demographic and behaviourally-targeted online marketing in order to increase niche brand awareness as well as sales for the brand.
“We will test and optimize the media mix to drive volumes of targeted traffic to their site.”