Global travel search site, Skyscanner, chose Singapore to launch its first integrated marketing campaign – Anywhere and Everywhere – in Asia Pacific with a call to action on 15 February for fans to send in a video of up to15-seconds of themselves, telling why they deserve to go on a trip around the world.
The lucky winner will be sent on a three-week adventure spanning seven destinations across six continents.
The campaign, which runs till end April, also includes an interactive multi-phase consumer contest offering winners free air tickets to numerous destinations around the world.
Aimed to drive greater brand awareness and traffic to the Skyscanner Singapore website, the campaign is divided into two phases:
Phase one is the selection of the winner to the dream three-week trip, with each destination randomly selected by the Everywherea feature of Skyscanner’s smartphone app. At each location, the winner will be filmed throughout the day.
Phase two sees Singapore residents interacting with the winner by asking him/her to take selfies in various locations. For example, a selfie with a tiger, fire-walking, skydiving or other similar activities. They can also participate by taking their own selfies using the winner’s background, which are then be automatically uploaded to their own Facebook profiles. Fans with the most shared and liked selfies are entered in draw for a chance to win a trip to that location.
(Click here to check out the campaign and to enter the competition).
Skyscanner is publicising the campaign on digital media, mobile ad networks, social media and out-of-home media including posters at 122 bus stops island-wide, double decker buses and giant outdoor digital screens.
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It is also driving online consumer engagement through Yahoo, YouTube, Facebook and Twitter.
Street activation teams will be deployed at a special outdoor event to be held at Orchard Cineleisure on 22-23 February and at Raffles Place Centre Square on 27-28 February to create more excitement and increase participation on the ground.
Andy Sleigh, Skyscanner’s general manager for Asia Pacific (pictured right), said, “APAC is the fastest growing travel region today, and with Singapore being one of the key aviation hubs, it’s only fitting that we launch this first ever integrated marketing campaign for travellers here. “
He also revealed that 2013 has proven to be Skyscanner’s most successful to date.
“Our growth has been predominantly driven by our flight search on both web and mobile platforms, reinforcing our position as a world leading flight search site, while seeing rapid growth in the Americas and particularly in APAC. With an increasing number of consumers booking their travel on the go, mobile will play a key part of our strategy over the next 12 months and beyond.”
Skyscanner recently announced its 2013 financial results where it reported a 96% increase in revenue to £65.8 million (US$110 million) in the year ending 31 December 2013. Users from around the world have more than doubled to reach 25 million unique visitors each month.
