In the battle for consumers’ attention, travel providers have stiff competition. Over the years, CheapOair.com, a leading seller of flights worldwide with almost US $5 billion/£3.8 billion in annual sales, has quietly gained market share with a digital-heavy media strategy.
That’s now evolving, with the first Brand offering from the online travel agency. The company’s new tagline, “Go Ahead, Be Cheap” is an anthem, designed to give consumers permission to embrace their inner-cheapness.
“We spent a lot of time doing the research. Once completed, our path was clear. Our name is quirky, it’s memorable. By using it as an asset, we are taking maximum advantage of what that means in terms of building awareness for the brand,” said Kathi Moore, Vice President, Branding, for CheapOair.com.
CheapOair is a flight-focused, hybrid travel agency that enables consumers to book online, on mobile apps for iOS and Android, by phone or live chat. Partner airlines benefit from access to CheapOair’s broad customer base that books high yield international travel and add-on ancillaries at above the industry average.
In the new commercial, consumers are encouraged to understand that “cheap” means value. A series of fun and appealing travel scenarios are supported by a clear copy direction and a friendly and accessible music track. 0:30 and 0:15 second versions of the spots, in both English and Spanish language, were written and produced by Manhattan-based, Rogue Producer. The English language versions began airing across the U.S. in October.
“CheapOair.com has grown exponentially over the last decade. With ‘Go Ahead, Be Cheap’ we are creating the foundation for the hyper-growth we expect in the next few years. Tactically, and technically, we are ready. The next logical step for us is to reach out to the travel consumer with strong, branded messaging to increase our customer base,” said Sam S. Jain, Founder and CEO of Fareportal, the corporate owner of the CheapOair.com.
