Cheapflights Recruits McCann London to Deliver Global Content Strategy

Cheapflights, the global flight search and travel deals website, has appointed McCann London as lead content agency to support its drive to accelerate its international brand profile. 

McCann has already worked with momondo, the Copenhagen-based travel comparison and inspiration site, and Cheapflights’ sister brand within Momondo Group, on a series of successful interactive campaigns including ‘ClickTwo Travel’ and ‘Friend Compass’. McCann London is firstly turning its attention to the highly competitive Canadian market with the goal of giving Cheapflights a major brand boost in the territory. A new campaign will break in late September and run through to the end of November 2016. 

Samantha Otter, Global Marketing Director for Cheapflights, said: “McCann has proven its value as a brand-building partner for momondo, and has impressed us with its understanding of what it will take to achieve cut-through in one of our key markets. We’re looking forward to seeing how their creative, insight-driven approach works alongside our existing agency network and accelerating global marketing efforts, to embed the Cheapflights brand promise of ‘smart search, made simple’ in Canada and beyond.”

Laurence Thomson, CCO at McCann London said: “The world of travel is changing fast, creating a great opportunity for Cheapflights to turn its technology investment into market leadership. Our role is to ensure Cheapflights’ brand rises above the clutter with creative that engages the audience and builds a base of affinity and loyalty.”

Cheapflights, which celebrates its 20th anniversary in 2016, reengineered its site in Canada in April 2015, transitioning to meta-search technology, and modernised the interface across all its platforms to reflect its brand focus on simple travel search. Its half-year results in 2016 showed that total demand in Canada has grown by 23% year-on-year, and revenue by 37.6%. Downloads of the Cheapflights app grew by 17% for the same period.

This appointment does not affect Cheapflights’ relationship with its global brand and offline agency, Forever Beta.