In the new commercial, consumers are encouraged to understand that “cheap” means value.
NEW YORK – 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."
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
