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.”

Recommended

Advertising regulator bans another egg advert

Marketing Week

The television advertising regulator has banned an egg company from using children’s voices in a campaign to promote Omega 3 eggs. The Clearcast ruling comes six months after a re-run of the Tony Hancock “Go to work on an egg” advert was also banned. Clearcast, formerly the Broadcast Advertising Clearance Centre (BACC), has ruled that […]

Ryanair profits drop sparks ad cutbacks

Marketing Week

Low-cost airline Ryanair is cutting its marketing budget after announcing a 27% drop in profits for the last quarter of 2007. The move is likely to reinforce the company’s policy of using controversial one-off press ads, which are frequently banned by the Advertising Standards Authority, to promote its fares. Announcing its third quarter results, the […]

Telegraph Media Group launches in-house ad production department

Marketing Week

Telegraph Media Group has expanded its online offering to advertisers with the launch of an in-house production department. TMG will now be able to produce audio and video advertising on its website. The move is aimed at strengthening its integrated advertising offering and encouraging greater collaboration between advertising in the paper and online activity. The […]

Comments

    Leave a comment