Shaken & Stirred - Influential Brand Profiling and Positioning

Watch : Cheapflights goes underground with first UK outdoor push, the global flight search and travel deals platform, is targeting commuters across the South East with its first large-scale out of home poster campaign. The activity will run from 6th June for four weeks alongside a new direct response TV push featuring the popular ‘Flying Stuntman’ creative which was unveiled over the New Year.

The bold and colourful typography-led out of home creative, is cut through with the cheeky tone of voice established earlier this year and uses topical reference points and a strong call to action to achieve impact. It will run as Tube car panels and large-format 16 sheet posters underground, and in mainline train car panels. Developed and delivered by retained creative agency Forever Beta, the campaign seeks to communicate the core Cheapflights proposition of helping travellers search millions of flights simply and easily – whatever their motivation to fly.

Samantha Otter,Cheapflights Global Marketing Director, said: “There’s incredible value in our brand name, and this campaign very deliberately plays on that equity. Wherever you want to go, whatever your reason, there’s just one word you need to remember – Cheapflights. We’re confident that the no-nonsense, graphical style and humour will capture the eye of jaded commuters and tired Tube users, and put us front of mind as they plan their next flight or holiday.”

Jono Benson, Associate Creative Director at Forever Beta, explains: “The world of online travel is dog eat dog, where stand out and brand recognition is everything. Luckily for us, great clients recognise the value in big, bold, brave ideas that not only sell but also entertain. The new work plays on the millions of reasons people have for flying, puts the brand at the heart of the idea and delivers a great dose of humour for good measure.”

The out-of-home activity will be part of an integrated summer campaign which also includes a six-week daytime direct-response TV campaign reprising the Cheapflights ‘Flying Stuntman’ creative (1 June – 15 July), with digital activity and a strong Facebook focus. Media for both the out-of-home and TV efforts is by Goodstuff.

Harry Moss, Account Manager at Goodstuff Communications, said: “Outdoor on the Tube presents a welcome opportunity for distraction, especially now that most tube stations are WiFi enabled. By using Tube car and Train Card panels, as well as 16 sheets, we’re reaching consumers with a message offering pure escapism at the time when they need it most.”