Alchemetics will compile a single profile for existing customers and prospects, detailing all interaction, sales and holiday experiences. The database will give UP Trips an insight into existing and potential customers for future campaigns.
UP Trips is a subsidiary of Thomas Cook UK and operates and Club 18-30.
David Ody, the acquisition marketing manager for UP Trips, said: "This will give us the foundation to deliver efficient, effective and clearly targeted marketing communications thereby maximising the potential to convert prospects into customers."
Chris Duncan, the managing director of Alchemetrics added: "With such a broad and varied customer base, it is imperative for UP Trips to have a marketing database.
"The aim of this project is to provide it with a single customer view. This will enable UP Trips to develop its business through improved targeting and communication with both new and existing customers."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .