Direct response specialist Equimedia has been appointed following a three way pitch with a brief to review the way the uses data, in an attempt to improve margins.
Matthew Pack, Holiday Extra's business-to-consumer and web director, said: "It was important for us to choose a company that was able to deliver valuable customer insight through systems, data and in-depth analysis as well as drive down acquisition costs."
Richard Davies, Equimedia planning director, added: "It is an exciting win for us as it challenges the agency to get the very best out of digital media planning."
Holiday Extra's services and products include airport parking and accommodation, foreign exchange and insurance.
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