VisitBrighton appoints Vertical Leap for key Search Engine Marketing project (31/08/07)

Vertical Leap, the leading managed search engine marketing firm, adds another prestigious client to its growing portfolio as www.visitbrighton.com signed on the dotted line this month.

As its name suggests, the council managed website is a comprehensive portal with up to the minute information about what Brighton can offer the tourist and conference visitor including accommodation details, places to visit, plus eating, drinking and shopping venues.

Although one of the UK’s most fashionable and sought after resorts, Brighton Council realises that it has a commercial responsibility to support and maintain accurate and relevant information about Brighton to a discerning audience. There is also a requirement to market the City’s appeal in the face of ever increasing competition from competing locations with rapidly developing conference facilities for example.

A strong presence in the main search engines is therefore crucial and the choice of supplier was a key decision.

For Sarah Baker, VistBrighton’s Web Editor, reliability was a vital consideration. “With so many search engine-marketing agencies out there, the process of selecting the right one for your company’s goals and objectives can be a challenging one. A full understanding of our needs and a flexible, communicative way of working, along with transparent processes and an ethical approach were key for us and, from the start. Vertical Leap gave us confidence they could provide these.”

However what really swung the decision for Nick was the flexibility of Apollo, Vertical Leap’s bespoke campaign management reporting technology. Put simply, Vertical Leap was able to demonstrate the delivery of unique data and reports in real time that would review progress in achieving the various metrics tasked by the team overseeing results for www.visitbrighton.com and just as importantly point the way to campaign development.

Sarah Baker again: “For us, being able track the progress and success of the campaign is crucial, so one of the features that confirmed Vertical Leap as the right choice was the flexibility of their Apollo system – their cost effective and transparent bespoke campaign management reporting technology that underpins the everyday reporting procedure from the team.”

Commenting on the win, Gina Bray, Vertical Leap’s Sales Director, is delighted with the result: “We were able to demonstrate the right combination of a highly skilled campaign team along with the comprehensive reporting of what we have been told is the best analysis and reporting system in the business, Apollo.”