You may or may not be aware that a well-established travel agents brand has just been re-branded to Tui. For the record, they used to be Thomson.
Over a two year period, Thomson has been combining with Tui under a single brand in one of the largest online migrations in the UK. Thomson, as a result, has launched a massive online marketing campaign to ensure that their revenue and their customer’s experience is not affected.
With a huge marketing budget, Thomson (now Tui) is airing adverts on ‘every key TV station and is backed by comprehensive mix of out-of-home, radio, print, digital and social.’ It will appear in over 40 large digital outdoor formats and 6000 roadside adverts in major UK cities, including railways stations, bus T-sides and around great London as well as on Gatwick’s Airports shuttle bus for the next 12 months. Digital adverts will appear on YouTube, Snapchat, Spotify, The Mail Online and Trip advisor. Exact figures of cost have not been revealed but the company is targetting to reach a projected 63% of the UK adult population and hold a 29% market share. It has been reported that over half of the UK population is aware of the brand migration, as a result of a 6-month marketing campaign starting with CRM campaigns, in-flight magazines, and as planes have slowly transformed.
The advertisements that have been done can only go so far. This is because over 60% of bookings are now made digitally and over 50% of its web traffic comes from SEO. Thomson has been working very closely with Google to understand exactly what is needed in order to maintain traffic to the website and have modelled how much it will drop and pick back up again based on other markets. The Tui website was created to build ‘a degree of SEO equity in the URL’ ahead of the launch as one of Thomson’s top priorities was to protect the huge SEO equity from the old Thomson brand. Unfortunately, Thomson hasn’t divulged exactly what their ‘extensive plan’ was to ensure that they continue to hold the Domain Authority across into the Tui brand.
Well, we don’t know the exact figure on how much has been spent on the overall marketing budget (we know it’s in the millions of pounds though). We also know that the SEO work carried out has also had an allocated budget in the millions of pounds, and it has been confirmed that they will continue to plough additional budget in the millions of pounds into their SEO over the next coming months.
So, to answer the question bluntly, Thomson believes SEO is worth millions.