Frommers’s® Unlimited, the business-to-business division of Frommer’s, a branded imprint of Wiley, has launched new online destination guides for Virgin Atlantic’s website. The unique content was written in Virgin’s own brand style and integrates keywords identified by Virgin Atlantic’s search agency.

Patrick Odey, Virgin Atlantic Airways’ website production manager, said he had two objectives for his new online content. “I wanted to provide useful engaging information about the destinations we fly to,” he said, “but written in our style and brand tone, so our customers can really get under the skin of a country with really deep information about everything from the latest shops or the hottest restaurants. We also wanted content to capture key search terms as naturally as possible and improve our search engine rankings. We’ve been incredibly impressed with the results. As well as significantly influencing our natural search, we’ve seen traffic to our destination guides double within one month.”

The digital specialists also provided the overview to enable Virgin Atlantic to integrate the bespoke content into their site and provided a fully-hosted website of the deeper guide content so Virgin Atlantic could put the guides live with minimum technical input and to short deadlines.

Joel Brandon-Bravo, director of Frommer’s Unlimited said: “The swift results of this project is a clear example of why so many travel companies are investing in content to drive natural search. We’re seeing increasing interest from travel organizations looking for vibrant content to drive natural search. Towards the end of last year we carried out some research of 88 travel company’s online marketing plans for 2009. We found companies reporting a noticeable shift away from traditional online advertising such as banners and a much stronger emphasis placed on content and search engine optimization. Of the airlines that responded 4 out of 5 planned to increase their spending on content and SEO while only 1 planned to increase spending on banners.”

About Frommer’s Unlimited

Frommer’s Unlimited is the business-to-business division of Frommer’s Travel. For more than 50 years, Frommer’s®, a branded imprint of Wiley, has been the trusted source of useful and engaging travel information. Frommer’s Unlimited enables businesses to create high-value propositions for their customers by leveraging Frommer’s travel expertise, rich content resources and technical capabilities. Products and services provided by Frommer’s Unlimited include global destination and events content, private label Websites, mobile applications and custom publishing. Frommer’s is a registered trademark of Arthur Frommer. For more information, visit frommers.biz

About Wiley

Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for 200 years, helping people around the world meet their needs and fulfil their aspirations. Wiley and its acquired companies have published the works of more than 350 Nobel laureates in all categories: Literature, Economics, Physiology or Medicine, Physics, Chemistry and Peace. Our core businesses publish scientific, technical, medical and scholarly journals, encyclopaedias, books, and online products and services; professional/trade books, subscription products, training materials, and online applications and websites; and educational materials for undergraduate and graduate students and lifelong learners. Wiley's global headquarters are located in Hoboken, New Jersey, with operations in the U.S., Europe, Asia, Canada, and Australia. The Company's Web site can be accessed at http://www.wiley.com. The Company is listed on the New York Stock Exchange under the symbols JWa and JWb.

About Virgin Atlantic

Since it was founded in 1984, Virgin Atlantic Airways has become Britain’s second largest carrier serving the world’s major cities. Now based at both London’s Gatwick and Heathrow airports, it operates long haul services to 30 destinations world-wide as far apart as Las Vegas, Sydney and Shanghai.

Virgin Atlantic has enjoyed huge popularity, winning top business, consumer and trade awards from around the world. The airline has pioneered a range of innovations setting new standards of service, which its competitors have subsequently sought to follow. Despite Virgin Atlantic’s growth the service still remains customer driven with an emphasis on value for money, quality, fun and innovation.

Media Contact:
Lucy Pennington, Debbie Hindle at bgb communications
Email: lpennington@bgb.co.uk, dhindle@bgb.co.uk