Executive summary
Bringing SEO, paid media and tracking together
UTC manages a portfolio of specialist travel brands, each with its own audiences, destinations and commercial priorities. Our relationship began with a technical SEO audit for Cruise Croatia before expanding across Unforgettable Travel, Unforgettable Croatia and Unforgettable Greece.
The brief grew to cover SEO, paid media, tracking and analytics, with one central challenge: planning at portfolio level while still giving each brand the right strategy, budget and attention. That meant bringing specialists together around shared priorities, with activity tailored to the individual brand rather than applying the same approach across the portfolio.
The problem
Balancing budgets with different brand needs
Managing digital marketing across several travel brands meant balancing shared resource with very different commercial needs. The SEO team needed distinct content, technical and keyword strategies for each site, while also supporting the Unforgettable Croatia rebrand and migration.
Paid media had to reach the right audiences without blurring the identity of each brand, with budget directed towards the areas where it could have the greatest impact. Underneath all of this sat a measurement challenge.
Tracking had to work consistently across multiple websites, channels and CRM data so the Adido team could judge performance on lead quality, not just lead volume. Content and keyword targeting also needed to reflect the priorities of each individual brand.
The solution
Putting the right activity behind each brand
We planned SEO and paid activity across the portfolio, then tailored delivery by brand. SEO work covered content, technical improvements and on-page optimisation, including content and E-E-A-T audits, hreflang implementation, link-gap analysis and site-speed improvements.
Technical changes were tested on one brand first where appropriate before wider rollout. We also supported SEO best practice throughout the Unforgettable Croatia rebrand and migration.
Paid activity extended beyond Google Ads and Meta into tests on newer channels including ChatGPT ads and Pinterest.
Alongside this, our tracking team worked closely with Unforgettable to improve measurement across the brand websites and connect campaign data more effectively with its CRM. That included automated qualified-lead imports into Google Ads and wider tracking across newer channels.
The results
30% YoY lead growth, backed by better data
UTC recorded 30% year-on-year lead generation growth, with the client crediting Adido’s strategic thinking and tactical reactivity as contributors to that result. Better conversion data also gave paid campaigns stronger signals to optimise against.
Automating qualified-lead imports into Google Ads helped the Unforgettable Croatia Performance Max campaign deliver qualified leads for lower than target CPL, while Meta generated qualified leads for Cruise Croatia, Unforgettable Greece and Unforgettable Travel for the first time.
Organic rankings for Unforgettable Croatia improved significantly following the rebrand and migration.
The tracking work has given the paid media team a clearer view of lead quality, helping inform where budget and attention should go next.
30%
YoY lead growth
Using PMax
to generate leads under target cost
First Meta QLs
achieved for three of the UTC brands
Improved
ranking gains
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