Cheapflights

The Brief 

• Position Cheapflights.co.uk as the consumer champion and flight comparison website of choice to the UK public
• Leverage Cheapflights.co.uk’s General Manager as an industry expert
• Raise the profile of a long standing website explaining the core differences between meta-search, price comparison sites and online travel agents

Rooster's Solution 

• Travel advice expert: creation of tips pages e.g. credit card costs abroad; price of G&T on a flight; airport and airline seat planners
• Spokespeople regarding key industry news: airport expansion, APD taxes, The Stern Report, carbon emissions
• Presence and sponsorship at industry events: WTM, Lo-cost airline conference, Travel Weekly Awards, British Travel Awards
• Utilisation of key corporate benchmarks: Ten year anniversary, Cheapflights launching in Germany to generate outstanding press coverage
• Extensive press programme: far beyond the travel sections including features editors, financial and consumer affairs editors and trade publications 

Campaign Highlights

• Cheapflights.co.uk’s GM, Francesca Ecsery, successfully positioned as an industry expert:
• Bloomberg TV: interview regarding the Competition Commission ruling on BAA
• Sky News: discussion of oil prices and hedging
• LBC Radio: Ken Livingstone and Francesca Ecsery debate live on-air about Heathrow’s third runway 
• Regular features in national travel sections, advice columns and opinion pieces in trade media
• Travel Weekly: The Big Interview
• Femail (Daily Mail): full page profile

Outstanding media coverage

• 92 pieces of coverage achieved in January 2009:  Rooster has consistently exceeded its coverage KPIs for Cheapflights.co.uk
• TimesOnline: second place in The best travel websites of 2008 and highest ranking flight price comparison website 
• The Sunday Times: Cheapflights.co.uk included in the Tech Track 100 ranking, a list of the 100 fastest growing technology websites, every year since Rooster won the account
• Condé Nast Traveller: The leading UK consumer travel magazine featured Cheapflights.co.uk in an article on money-saving tips