Nick Papa

CheapOair

Any trip is better when you fly cheap. As a copywriter at CheapOair, this is the idea I came up with to help aspirational travellers use a service with ‘cheap’ in the name. To go beyond messaging and put the tagline into action, I worked on a team that came up with an epic giveaway — 50 free flights within the US to a single winner who downloaded our mobile app. From print to TV and a social media extension (an NCAA bracket-style competition that pitted the top 50 US destinations against each other) we drove engagement and sales during the campaign and in the months to follow.

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Print

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TV

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Social

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The online spots hit two million views on YouTube in just under a week. Social media engagement metrics increased by 400% in just two months. We also saw a 30% increase in app downloads and a 40% increase in the number of flights booked in the six months following the campaign. And in the end, we won a Gold Travel Weekly Magellan Award.

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