Tri-Direct adds Hiscox Search
30th May 2008
Tri-Direct adds Hiscox search activity
Tri-Direct has won international specialist insurers Hiscox’s search business. The winning strategy breaks away from a previous reliance on category search and seeks to capitalise on the awareness that Tri-Direct has built for the brand during the three years it has developed Hiscox’s business both on and off-line. The products promoted through search are home, commercial, overseas holiday homes and events.
Tri-Direct responded to the challenge to deliver ‘one version of the truth‘ to the client by demonstrating the effectiveness of their marketing investment across the entire media landscape. Search will join the other media channels to present a holistic and comprehensive view with no vested interest in any specific media channel to meet the marketing objectives including; building awareness, driving down CPS (Cost Per Sale) and leveraging insights.
By delivering greater efficiencies through the strategic shift in PPC (Pay Per Click), there will be reinvestment into a spring campaign covering cross media deals with The Times, Telegraph and FT, together with greater online vertical display activity in financial and property sectors such as Fool, The Economist and Rightmove.
Richard Davies, Head of Integration Tri-Direct said: “Centralising search into the whole mix allows us to better address any disparity in investment strategy and thus better address the media dynamics between Hiscox brand and consumers. Adding search to the mix gives us a 100% line of sight."