Start of a large marketing push by metasearch engine Kayak this week with the debut of its first TV advertising campaign targeting the UK market.
The two 30-second spots will start airing on day and prime time slots on the two main commercial terrestrial channels - ITV and Channel 4.
Until now Kayak has relied on existing online marketing techniques and PR to get its message out to potential users in Europe, so the launch of a TV ad campaign is a significant shift in strategy.
The decision to throw money into what will be a fairly expensive TV advertising push comes after rival search engine Skyscanner tested its own activity in Scotland in January 2010 but eventually decided against a wider campaign.
UK market leader Travelsupermarket famously spent what was believed to be in the region of around £10 million on a major TV advertising campaign ahead of its IPO, returning in 2010 with a controversial (it upset travel agents) effort with X-Factor stars Jedward.
The launch of the Kayak campaign ends a busy week after announcing its acquisition of Austrian market leader Checkfelix.
Here is a clip of the UK ad: