Ambergreen Cements Stronghold in Luxury Holiday Market

Elegant Resorts, part of the Thomas Cook group, has appointed Ambergreen to target the top percentile of the luxury holiday market, customers that expect to pay upwards of £10K for a holiday, and rapidly increase its online business.

Ambergreen has worked with Thomas Cook for four years (previously with MyTravel before merger), optimising a number of its brands and increasing its market share. Ambergreen not only has a powerful track record in the holiday market but also in the luxury market, working with brands like Links of London and Hotel Chocolat.

Marie Allen, Elegant Resorts Marketing Manager explains: "Ambergreen's expertise in this sector is invaluable to us and their focus on travel means we are confident they will deliver against the tough objectives set. The luxury market is a difficult sector and we need a search company that understands our business strategy and can create a campaign that will help us achieve our business goals."

The campaign developed by Ambergreen will build partnerships and associations with a clearly defined group of quality sites that can bring relevant traffic to Elegant Resorts.

Ambergreen's sophisticated skills in defining a target market, differentiating between 'luxury' and 'perceived luxury', will ensure highly relevant traffic is driven to Elegantresorts.co.uk as well as positioning the brand as leader in luxury holidays.

Elegant Resorts recently re-launched its website. Ambergreen was brought in at an early stage to advise on the design to ensure that optimisation for search was locked into the heart of the new site. Ambergreen's goal now is to increase visibility of the luxury travel brand across the search engines, within a tightly defined target market.

Tino Nombro, Ambergreen MD comments: "The key to this campaign will be really understanding the audience and their search habits. Elegant Resorts operates in an intensely competitive space and we believe that our work will give them the edge they need to penetrate the market, particularly following the launch of a new site."

Ambergreen's strategy will comprise a variety of tactics including content and article creation, online press release distribution, blog postings and social media optimisation. This will add value to the Elegant Resorts site by creating additional authority and improving search engine positions for some of the most competitive key words online.