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Luxury holiday operator Original Travel picks Roast to replace Starcom Mediavest Group for search brief

Luxury holiday company Original Travel has picked Roast to replace Starcom Mediavest Group to carry out SEO, PPC and display advertising.

The search agency, which launched earlier this year, snared the business from its larger rival following a competitive pitch.

It’s an ongoing brief that will see Roast offer the whole gamut of search advertising for Original Travel, including using dynamic ad serving for sequential messaging, location-based technology and advanced machine-learning attribution modelling, alongside traditional and innovative retargeting strategies across device.

The travel business creates bespoke luxury holidays for customers and is looking to sharpen its performance-based advertising with the hire. It’s an approach revolving around the belief that no two travellers and no two itineraries are ever identical. Each, as their name suggests, offers a chance to push a greater level of personalisation.

Andy Smith, head of marketing at Original Travel, said, “Appointing Roast was, for us, the right direction in which we’re moving our marketing efforts to. At pitch stage, they demonstrated consistency and innovation, as well as an intelligent and thorough use of data and insights. Their focus on return on spend is greatly important to us.”

It caps off a positive first year for Roast, with brands such as Camelot,Yopa and Unibet all signing up with the agency that was setup by Steak Group founder Oliver Bishop in February.