Skyscanner kicked off its first integrated marketing campaign, “Go Anywhere and Everywhere,” on 15 February 2014 with a consumer competition that offers winners free holidays to numerous destinations across the world. Through this campaign, Skyscanner hopes to raise awareness of its brand and how it makes planning for travel easy, but at the same time, how it delights people with a free holiday.
Jeremy Bek, head of country marketing, APAC, Skyscanner, said: “We hope this campaign will serve as a springboard for Skyscanner to introduce our brand and product offerings.”
The competition will be heavily publicised through digital media, mobile ad networks and social media such as Yahoo, Youtube, Facebook and Twitter. In addition, there will be out-of-home media including posters at 122 bus stops islandwide, double decker buses and giant outdoor digital screens. Outdoor events will be held at Orchard Cineleisure on 22-23 February and at Raffles Place Centre Square on 28 February to drive buzz and participation from the ground.
Skyscanner's agencies on the campaign are Leo Burnett, Havas Media, and IN.FOM for creative, media and PR respectively.