The perfect connection between brand and performance.
Don't Skip the Trip
Flights.com multi-channel creative campaign helps increase YoY traffic growth by 250%.
/ Opportunity
Flights.com, a subsidiary of Expedia, Inc., exists to make traveling the world easy, affordable, and fun. And when Expedia’s 2015 Vacation Deprivation study revealed that 92 percent of Americans felt happier after a getaway, yet the country’s workforce left 500 million vacation days unused, our team saw a unique opportunity to promote more travel. It may seem easy to encourage people to take a vacation, but we couldn’t underestimate the pressures of a busy work life, which is one of the main reasons people don’t take the time off that they deserve.
/ Services
- Content Marketing
- Creative
- Social Media
/ Insights
Our opportunity was crystal clear. We needed to remind travelers of the best reasons to book a flight and take a trip: to revisit favorite people, places, and pastimes. And with that, we launched Flights.com Facebook Connect. By adding the feature, travelers could receive customized deal updates on flights to their most-visited check-ins. Inspired by this technology and the power of nostalgia for long-ago vacations, we created the “Don’t Skip the Trip” campaign to encourage travelers to use their vacation days and educate them about the benefits of taking a break from late nights and holidays spent at the office. We thought it was time people made new memories—and they agreed.
/ Results
We planned a timely holiday launch of a playful yet informative multi-channel creative campaign, including three humorous brand videos, partnerships with travel industry influencers, social, and PR promoting the campaign via Flights.com-owned channels, including social media and the blog. It worked—we created a dynamic online presence that helped increase YoY traffic growth by 250%.
MoM organic traffic increased
Increase of keywords ranking on page 1
YoY traffic growth peaked at nearly 250% during the last week of the campaign
Keywords ranking in positions 1-3 more than doubled
/ Digital Films
/ PR
