Rowntree promoted the exclusivity of the site, attributing the ability to offer such fantastic accommodation properties from trusted operators all over the globe to the strength of the 20-year-old Getaway brand. Respecting the operators Getaway works so closely with, the site is accessed by invitation only, which mean users have to sign up with a special password, provided by Rowntree on the Today segment, before gaining access to the sites deals.
Chief Operating Officer of Getaway Lounge, Lauren McLaughlin, comments, “We are excited that Getaway Lounge has been able to quickly establish itself by combining a trusted brand in travel with a the power of the Nine Entertainment Co. network to deliver a compelling offer for consumers.”
The television appearance by Rowntree enabled the audience to link Getaway show with new Getaway Lounge brand and prompted searches for the ‘Getaway Lounge’ brand online. At the time of airing, e-channel Search maximised their paid search advertising bids for relevant keywords used throughout the segment, such as ‘Bali’ ‘Bali Holidays’, ‘Bali Karma Kandara’ and even ‘Catriona Rowntree’. Effective keyword targeting ensured no stone was left un-turned when it came to creating advertisements for viewers which led them to signing up to the site, and the phenomenal conversion rate.
e-channel CEO Frank Grasso comments: “Combining TV advertising with paid search maximises people’s desire to buy, it is a very targeted and powerful strategy and one that works exceptionally well for our market leading clients. Getaway Lounge is a perfect example of a comprehensive search marketing strategy being effectively executed with precision and accuracy; we are excited to be working alongside Getaway Lounge and their exclusive accommodation deals site.”
e-channel Search is a performance media agency specialising in Search Engine Marketing for online consumer goods and services in Asia Pacific, the US and Europe. Dynamic Creative is a leading edge technology, automating the million of different keywords consumers are searching on to create dynamic ads. e-channel services some of Australia’s leading brands and has won multiple awards for its proprietary software.
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