TV advertising by travel search sites is all the rage in the UK at the moment. Latest to join the fray is Cheapflights, launching a 30-second spot this week.
The ad follows a similar pattern of a recent TV campaign from rival Travelsupermarket by suggesting people using Cheapflights secured a better deal.
Unfortunately the Travelsupermarket version got the company into hot water with ad regulators when it suggested viewers would be much better off than visiting a travel agent - Cheapflights clearly wouldn't dare use the same tactic as many of its product suppliers are agents.
Skyscanner dipped its toe in the world of TV advertising for the first time in January 2010 (although is not set to repeat any activity), while Kayak unveiled its first spot in April this year.
The launch of the campaign follows a series of management changes at the company.
CEO Chris Cuddy announced his departure last week, replaced by executive chairman Hugo Burge. Global sales boss Francesca Ecsery left earlier this week while a new role of director of user acquisition has been created to allow digital marketing expert Don Wong to join.
Marketing says the ad is scheduled to run as part of a wider summer promotion campaign on digital-only channels ITV2, ITV3 and ITV4.