New Media Age - Brands use tactical search after collapse of XL

Greg Brooks looks at brands such as The Post Office and Easyjet adopting tactical search marketing campaigns to take advantage of the collapse of leisure group XL last week. The brands created a three pronged strategy involving keyword brand bidding, a bespoke landing page and a dedicated product offering. Paul Mead, MD of VCCP Search said ‘This is part of a second phase of more strategic competitor bidding…’