CHEAPFLIGHTS

PROPELLING CHEAPFLIGHTS INTO THE ANZ MARKET

 

Challenge:

To thrust leading flight search platform, Cheapflights, into the Australian and New Zealand (ANZ) markets and drive engagement with users and partners alike – all with zero brand awareness or team on the ground.

Solution:

We developed an integrated strategy that spanned PR, influencer activation, digital publishing, social and SEO, and aligned multiple teams’ objectives to achieve maximum impact.

A media office generated a raft of sticky stories, hijacked the news agenda, created data-driven features and provided proactive industry commentary, positioning Cheapflights as a go-to expert across markets.

To supercharge activity, we launched the Cheapflights Compass, a research based thought leadership initiative, with an engaging brand activation and hard core media relations. The campaign engaged top tier journalists and influencers alongside industry partners, and was backed by a strategic profiling programme to create awareness and build credibility in market.

A quirky three-phased campaign – #Airportlife – also helped spike share of voice, combining consumer and owned data to drive national debate on the best and worst of travel.

 

Results:

In 12 months, we developed more than 50 infinitely shareable pieces of content, generating a stream of positive news with over 1,000 pieces of coverage and a potential reach of 155 million. We also set global best practice standards, increased media share of voice by 40% against a strong competitive set and helped boost Cheapflights.com.au into the top 10 Australian travel sites.