The partnership will see Adido analyse and enhance SmoothRed's marketing tracking and analytics, helping the business report more accurately on campaign performance and streamline its reporting processes.

Adido will also manage and optimise SmoothRed's pay-per-click (PPC) advertising activity, with the aim of improving campaign efficiency and increasing bookings in 2027.

SmoothRed is a specialist wine tour operator creating bespoke holidays across France, Italy, Spain, Portugal, South Africa, South America and California. Its tailor-made experiences range from wine-tasting weekends and honeymoons to extended culinary journeys, private group tours, corporate events and incentive trips, combining exclusive vineyard visits, fine dining and luxury accommodation.

Andy Headington, Adido CEO, said: “SmoothRed has a distinctive offering in the luxury travel market, and we're looking forward to helping the business build on that success. Accurate data and effective reporting are essential to understanding which marketing activities are delivering results. By combining this with a more targeted approach to PPC, we have a fantastic opportunity to help SmoothRed optimise its marketing budget and support its growth ambitions for 2027.”

Mackenzie Bianco, Marketing Manager at SmoothRed, said: "With the wine tourism industry set to double in the next three years, we have ambitious growth plans to match. And with so many changes in the digital marketing space right now, we needed an agency partner with the strategic vision and a proactive, digital-led approach to get us there. We've followed Adido's work for some time and after speaking with them extensively, we felt confident that they would be the right fit to take our reporting and search ads to the next level."