Cheapflights is running a campaign on the new Virgin Media portal to promote its e-newsletter. The promotion, which has been planned and bought by Harvest Digital, offers visitors the chance to win a £2,000 holiday. The creative, also produced by Harvest Digital, features an airport departure board featuring holidays to exotic destinations.
Cheapflights helps visitors find the best and cheapest flight by aggregating all the flights available for each destination from suppliers ranging from BA to low-cost providers, traditional travel agents like Thomas Cook, online travel agents like Opodo and even very small specialist, telephone only agents. The site features background information on destinations and airlines as well as travel tips, flight guides and a blog with all the latest news and views on airlines, travel and savings and deals. Cheapflights recently recruited Joe Sikorsky from BA to be Head of UK Marketing and appointed a brand consultancy.
The campaign is part of an ongoing display media strategy by Harvest Digital that has seen Cheapflights test a mix of rich media and standard formats on AOL, together with a range of activity on relevant directories and travel verticals.
Commenting on the campaign, Cheapflights’ Head of UK Marketing Joe Sikorsky says: ‘We want to see how direct response display advertising compares to search in terms of driving relevant traffic into our web site and generating newsletter signups. We chose Harvest because of the agency’s experience in the travel sector, their creative approach to media-buying and their full-service offer which enables them to optimize the creative used across the media plan. ‘
Harvest Digital recently conducted extensive research into the online travel market in conjunction with Nielsen//NetRatings and Adviva which revealed that 55% of internet users book holidays online whilst only 7% of internet users book on the high street, and that two thirds of internet users take two or more holidays a year.
Online travel booking and research is especially common for 25 - 34 year olds, and for people booking within four weeks of their departure date and in both cases 68% of people would book directly on the Internet. The survey also revealed that three quarters of people book their own holidays with no major differences in the travel booking habits of men and women.