Skyscanner steps up marketing to become ‘number 1’ travel search site | News | Marketing Week

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Wed, 29 Jan 2014 | By Lara O’Reilly

Travel search website Skyscanner is readying its biggest ever marketing investment, which includes its first TV campaign and bolstering its marketing team with three senior hires, as it steps up its bid to become the leading brand in the category.

Video: Skyscanner’s first TV ad

The £3m “Born Honest” integrated campaign airs on TV today (29 January) and will run until late March. The activity, created by Holler and Leo Burnett, will feature across TV, outdoor and digital, with media planning and buying handled by Starcom MediaVest.

The TV ad in particular looks to target young urban professionals and empty nesters and aims to recreate “unhindered and limitless wonder” through which children perceive the world and to highlight the way Skyscanner operates “honestly and without bias” because the site does not sell tickets itself.

Andrew Cocker, Skyscanner chief marketing officer, told Marketing Week it is hoped the campaign – which marks the first time the company has placed media spend outside SEO and digital media – will help grow the brand’s spontaneous awareness levels.

He added: “Once people use us they do come back and we have one of the highest rates of repeat visit rates in the industry but we have very low spontaneous awareness and there’s only one place for that to go: it’s time to start building the brand as well as building on our ROI.”

via Skyscanner steps up marketing to become ‘number 1’ travel search site | News | Marketing Week.