Client: Skyscanner
Project: Dream, Plan, Go
Brief
Prime travellers to start thinking about travel in 2021 and helping drive the travel recovery from Covid. Measurement of success is audience sessions driven organically to the Skyscanner owned experience in eight core markets across the globe.
Concept
January is the time of year that we love to plan a trip, as travellers look forward to the coming year of 2021. Travellers are at multiple different stages of inspiration, confidence and willingness to travel during COVID-19. We wanted to address this and support them to book when the time was right for them. Giving us our hero of Dream, Plan, Go.
Remit
Traveller Flows
Hero Concept
Art Direction
Design of assets
Transcreation
Inspiration phase
Priming our audience with content by delivering inspiration content through an email traffic driver. Our inspiration landing page features three inspirations articles and two articles around confidence in the product and how travellers can use it.
Planning phase
After encouraging traveller to dream, the following we develop the content to focus around the planning of trips with our unique features. Highlighting features that give travellers confidence and reassures to start getting more of the detail of their dream trips.
Booking phase
We know people are now booking closer to when they intend to take their trip. We give the traveller nudges into our funnels from the display banners, email and SAM banners on our homepage. Encouraging them to continue to plan and book, when the time is right for them.
