Online travel agency FlightNetwork launches first national advertising campaign

Online travel agency FlightNetwork launches first national advertising campaign

FlightNetwork.com, one of Canada’s leaders in online travel, today announced they have rebranded their corporate identity and are launching their first National ad campaign through radio, newspapers, online, social media, out of home and ambient.

FlightNetwork.com tapped Toronto-based Leo Burnett for their branding initiative, with a mandate to reflect the company’s evolution from start-up to Canada’s second largest online travel agency1.

The contemporary and clean new FlightNetwork.com logo is bold and progressive which reflects the company’s relentless pursuit to offer their customers a streamlined and ‘worry free’ online flight booking experience.
The updated logo also carries FlightNetwork.com’s new tagline ‘search no further’ that boldly tells consumers they don’t need to spend time searching multiple online travel sites to get the best airfare prices. ‘Search no further’ speaks directly to cost conscious consumers saying they only need to visit FlightNetwork.com to book airfares worry free, knowing that they have purchased at the best price possible or will be credited the difference through the company’s new Price Drop Protection program.2

Additional branding elements include the new Price Drop Protection program logo that will be used on the company website and throughout the many online and offline mediums leveraged for the national ad campaign.
“We’ve won a loyal base of customers by ‘delivering the goods’ on the best selection of airfares and the lowest prices online,” said Gail Rivett, Chief Marketing Officer of FlightNetwork.com. “Now we’ll reach out to millions of new customers with an original and humourous, national ad campaign that reflects our personality of innovation in the Canadian travel marketplace.”

National Ad Campaign:
FlightNetwork.com called on Leo Burnett in collaboration with Vizeum to develop the ad campaign for the national media buy. The company will launch its first major ad campaign to coincide with the release of their Price Drop Protection plan starting on July 11th, 2011.
Components of the Campaign:

ADVERTISEMENT

Newspaper:
Targeting the Toronto Star, Calgary Herald, Edmonton Journal, Vancouver Province, and Montreal Gazette.

Radio:
:30 spots airing on Astral, Rogers, Corus and Chum radio stations in Toronto, Calgary, Edmonton, Vancouver and Montreal.

Out of Home (OOH):
Digital and standard billboards in Toronto, Calgary, Edmonton and Vancouver.

Online:
Media will include rich media ad units, homepage takeovers, as well as vokens that will let users have active fun with price drops. These will appear on Yahoo!, Trip Advisor, MSN.ca, The Weather Network, and Casale Ad Network.

Facebook:
The company will offer Facebook fans an opportunity to win daily Price Drop prizes and be entered for a Price Drop jackpot as part of a two week, $1000 Price Drop Protection giveaway. At just over 51,000 fans, FlightNetwork.com’s Facebook page has one of the largest Facebook travel communities in Canada.

Ambient:
FlightNetwork.com will be “Price Dropping” consumers with a large, spontaneous event to demonstrate the power of the Price Drop within the next two weeks.
All rebranding, marketing and promotional campaigns will be backed up with an ongoing media relations campaign by FlightNetwork.com’s PR agency of record, Pointman Public Relations.
The value of the campaigns were not released.