Skyscanner has drafted in former Doctor Who star Matt Smith to voice its first national TV advertising campaign, which forms part of a wider multi-million pound round of integrated activity.
Having previously focused its marketing efforts on online advertising and SEO, the global travel search site’s ‘Born Honest’ integrated campaign includes TV, outdoor and digital executions all launching this week, with the TV ad running from tomorrow (29 January) until 23 March 2014.
“This is our first major above the line campaign and we are very excited about its launch. We continue to work hard on building relationships with our loyal customers and with this campaign, grow awareness and bring new users to our site. The business is growing at a phenomenal rate and this campaign will allow us to reach a much wider audience,” commented Douglas Cook, UK marketing manager at Skyscanner.
Born Honest was created by the blended agency team at Holler and Leo Burnett who were appointed, along with media agency MediaVest, following a recent pitch; with media spend exceeding £3m.
Leo Burnett group marketing director, Katie Lee, said: “Since winning the account in December, it's been all hands on deck to bring this campaign to life. Our idea - seeing travel through the eyes of a child, brings to life Skyscanner's belief that travel should be as simple, fair, honest and enjoyable, as it once seemed.”
MediaVest’s associate director, Kate Sharkey, added: “We are proud that Skyscanner has chosen MediaVest to be their partner for the next stage of their UK journey. Our collaboration with Leo Burnett will deliver engaging and dynamic content to valuable individuals at scale, bringing the Skyscanner experience to a wider audience.”
In addition to appearing on all UK national stations, digital commercial stations and ITV regional, the TV creative will also run on major social channels. Outdoor and digital activity also seeks to bring the product benefits to life.