An aggressive U.S. advertising campaign, from J.Walter Thompson, San Francisco, has been launched by Cheap Tickets as part of its overhauled strategic marketing programme.
The new campaign, entitled “Pass it On,” includes television, radio, print and online advertisements that incorporate a major revamp of Cheap Tickets` brand identity, and introduces the company`s new slogan, “The Best Kept Secret in Travel.”
The advertising is complemented by marketing efforts already underway, including expansive online and e-mail programmes, ticket-trade sponsorships, and other promotional elements.
The new Cheap Tickets television commercial shows people sharing the “secret” of low-cost travel from person to person. The secret is passed on a signature luggage tag from a customer who has successfully booked travel via Cheap Tickets` Web site and telephone reservation service.
The premise of the “Pass it On” campaign and “The Best Kept Secret in Travel” slogan is Cheap Tickets` loyal and savvy customers are “in the know” about the company`s exclusive collection of more than one million unpublished airfares, and great deals on rental cars, hotels and cruises. These smart Cheap Tickets customers pass their special secret on to other consumers, who have yet to purchase through the company, to let them in on Cheap Tickets` great deals that are accessible 24 hours a day through a combination of its Web site, call centres, and retail travel stores. The effectiveness of Cheap Tickets` new television campaign, which includes the company`s new brand identity, was validated through direct-response testing in key target markets.
Last week, Cheap Tickets announced its plan to open its fifth call centre, and first East Coast location, in Tampa, Fla., to increase its call handling and booking capabilities to meet this growing demand and support its 24/7 call centre services.
The television ads launched last week through regional network affiliates and national cable stations. Radio, print and online advertisements are also being placed in national and regional media.
The ad campaign builds on Cheap Tickets` all-encompassing repositioning effort that focuses on more strategic marketing, new and improved technology, and enhanced customer service.