Cheapflights uses raunchy crew to ‘bring brand to life’

Internet travel company Cheapflights is relaunching this summer with a new campaign that aims to “bring the brand to life”.

It is launching its first poster campaign, which will break next week, and has the strapline: “We Search, You Fly” and is supported with a viral. The work has been created and planned in house.

The viral, which has been created by digital agency GT, is loosely based on the TV show Mile High and is aimed at 18to 34-year-olds. It features raunchy cabin crew who attend to passengers’ “every need”.

Crew members have Facebook and MySpace profiles and “passengers” can leave a voicemail message for their favourite flight attendants.

The marketing push comes after several test campaigns on websites including AOL over the last year.

Cheapflights marketing director Joesph Sikorsky says the campaign marks a change in direction for the brand, which in the past has relied on search engine optimisation and pay per click to attract customers.

Sikorsky adds: “In the past there has not been a lot of room for brand awareness because of the way we have been marketing ourselves, but now we are looking at bringing the brand to life.

“This is Cheapflights first significant above-the-line ad-vertising campaign and will allow us to look at increasing our brand recognition.”

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