Problem

During the COVID crisis of 2020 people understandably had their mind close to home. Our aim was to keep Skyscanner front of mind as a trusted travel partner for travellers. Helping them daydream about future trips to get hope but also communicate we were a company of travellers, here to support and inspire. With the measure of success being around engagement, brand sentiment, social and PR reach.

Results

Measurement for this campaign was done against our competitors in the travel category on social for Q2, 2020. Our competitors include Airbnb, Expedia, Booking.com & Kayak.

#1 for reach, 9.8million
#1 for least negative sentiment, 0.06%
#1 for frequency of posts, 305
#2 for engagment, 221.1k
#2 for most positive sentiment, 54.8%

Remit

Art Direction
Concepts
Pitching
Campaign Design
Production

Press

Forbes
USA Today
The Times
Verge Magazine

Phase 01:
Staff Postcard Email

We created an internal email weekly to ask staff to submit their stories of future trips they would like to take once this all over, as well as showing casing the stories of hope from the week before.
Using our internal illustrator to bring these stories to life, creating a custom wallpaper for the individual. The aim was to increase staff moral as well as an asset bank we could use externally.

Phase 02:
Postcard Social

We took our internal travel stories and reused them to create an evergreen series. These ran across feed and stories on both Facebook and Instagram for two months. From previous testing the decision was taken to lead with photography than illustration, due to previous poor performance.

Phase 03:
Where will you go?

To keep the content varied we created a series of video portraits of staff holding signs of their travel hopes of when this is all over. With the question back to our social audience, of “Where will you go'“? To increase the conversation on social.

Phase 04:
We Will Be Together Again

From the previous content we could see the range of emotional engagement from staff and travellers. We took the next step and created a hero film that asked - “What does travel mean to you right now?”

Phase 05: To those still making the journey

As the conversation change around COVID, we created a hero film that highlighted our travel & hospitality partners staff and their impact. Travel might look a little different right now, but it’s still playing its part.