Canadian online travel agency FlightNetwork launched its first national advertising campaign and rebranded with a new logo which contains its maiden tag line, "Search no further."
Coincidentally or not, the tag line has parallels to Kayak's "Search One and Done."
FlightNetwork is a home-grown Canadian online travel agency and a distant number two to leader Expedia Canada.
The national ad campaign, which includes print, 30-second radio spots, billboards, rich media and and social media marketing, coincides with a new Price Drop Protection program logo designed to reinforce the nationwide ad blitz.
The Price Drop Protection program enables travelers to lock in a lower price when a fare decreases on FlightNetwork after making a booking in exchange for travel or insurance credits.
The "Search no further" tag line and Price Drop Protection program are designed to convince travelers that they don't need to go crazy searching myriad travel websites, but can use FlightNetwork and that's it.
Billboard ads like this will reinforce the theme:
"FlightNetwork has been a below-the-radar up-and-comer that has captured share in Canada," says Douglas Quinby, a PhoCusWright analyst who has studied the Canadian market. "And they appear to have tapped into the price-sensitive psyche of Canadian leisure travelers, who cross-shop intensively, scouring the websites of OTAs, airlines and tour operators when it comes to flights and vacation packages."
The radio spots, which are slated to air beginning today on Astral, Rogers, Corus and Chum radio stations in Toronto, Calgary, Edmonton, Vancouver and Montreal, are geared to promote the Price Drop Protection program and inject a little personality into the online travel agency.
Leo Burnett, a Toronto-based ad agency, handled the rebranding campaign.