Product category:
Online ad campaigns
News Release from: Harvest Digital
Edited by the Marketingservicestalk Editorial
Team on 23 March 2007
Flight comparison site exploits display
media
Cheapflights, the price comparison website for low-cost travel, is running a campaign through Harvest Digital on the new Virgin Media portal to promote its popular e-newsletter.
The promotion offers visitors the chance to win a GBP2,000 holiday The creative, also produced by Harvest Digital, features an airport departure board showing holidays to exotic destinations
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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Cheapflights helps visitors find the best and cheapest flight by aggregating all the flights available for each destination from suppliers ranging from BA to low-cost providers, traditional travel agents like Thomas Cook, online travel agents like Opodo and even very small specialist, telephone-only agents.
The site features background information on destinations and airlines as well as travel tips, flight guides and a blog with all the latest news and views on airlines, travel and savings and deals.
Cheapflights recently recruited Joe Sikorsky from BA to be head of UK marketing and appointed a brand consultancy.
The campaign is part of an ongoing display media strategy by Harvest Digital that has seen Cheapflights test a mix of rich media and standard formats on AOL, together with a range of activity on relevant directories and travel verticals.
Commenting on the campaign, Cheapflights' head of UK marketing Joe Sikorsky said: "We want to see how direct response display advertising compares to search in terms of driving relevant traffic into our website and generating newsletter sign-ups.
"We chose Harvest because of the agency's experience in the travel sector, their creative approach to media-buying and their full-service offer which enables them to optimise the creative used across the media plan".
Harvest Digital recently conducted extensive research into the online travel market in conjunction with Nielsen//NetRatings and Adviva which revealed that 55% of internet users book holidays online while only 7% of internet users book on the high street, and that two-thirds of internet users take two or more holidays a year.
Online travel booking and research is especially common for 25 - 34 year olds, and for people booking within four weeks of their departure date and in both cases 68% of people would book directly on the internet.
The survey also revealed that three-quarters of people book their own holidays with no major differences in the travel booking habits of men and women.
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