Cheapflights: Credibility Built, Engagement Ignited - Compass Points the Way
The Challenge
To thrust leading flight search platform, Cheapflights, into the Australian and New Zealand (ANZ) markets and drive engagement with users and partners alike – all with zero brand, awareness or a team on the ground.
The Solution
We developed an integrated strategy that spanned PR, influencer activation, digital publishing, social and SEO, and aligned multiple teams’ objectives to achieve maximum impact.
A media office generated a raft of sticky stories, hijacked the news agenda, created data-driven features and provided proactive industry commentary, positioning Cheapflights as a go-to expert across markets.
To supercharge activity, we launched the Cheapflights Compass, a research based thought leadership initiative, with an engaging brand activation and hard core media relations. The campaign engaged top tier journalists and influencers alongside industry partners, and was backed by a strategic profiling programme to create awareness and build credibility in market.
A quirky three-phased campaign – #Airportlife – also helped spike share of voice, combining consumer and owned data to drive national debate on the best and worst of travel.
The Result
In 12 months, we developed more than 50 infinitely shareable pieces of content, generating a stream of positive news with over 1,000 pieces of coverage and a potential reach of 155 million. We also set global best practice standards, increased media share of voice by 40% against a strong competitive set and helped boost Cheapflights.com.au into the top 10 Australian travel sites.
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