In the battle for consumers’ attention, travel providers have stiff competition. Over the years, CheapOair.com, a leading seller of flights worldwide with almost $5 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,” says Kathi Moore, Vice President, Branding, for CheapOair.com. “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.”
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. :30 and :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 nationally in October.
Sam S. Jain, Founder and CEO of Fareportal, the corporate owner of the CheapOair.com brand, explains, “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.”
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. CheapOair (https://www.cheapoair.com, 1-800-566-2345) bridges the gap between an online and traditional travel agency with certified travel agents available 24/7 to help find deals and offers to destinations worldwide on over 450 airlines, 1 million hotels, and 100s of car rental companies. 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. Follow CheapOair on Facebook and Twitter to learn how to travel the world for less.
About Rogue Producer
Rogue Producer is an independent production department that partners directly with marketers to outsource the execution of all production needs. Rogue created a new, industry model in which content production is decoupled from agencies to create a company that services all the production needs of clients, across all platforms, at a fraction of the cost. Rogue is a cost-efficient, alternative production choice for companies and brands without the high overhead. Rogue takes creative ideas and works together with marketers to turn them into engaging forms of consumer communications.