Skyscanner's Global ECD On Developing a Campaign to Stand Out

Andre Le Masurier discusses the development of the multiple elements of 'The Ultimate Travel Hack' campaigns

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In the world of online travel planning, Scotland-based Skyscanner is a challenger brand gearing up to take on high flyers like Booking Holdings and Expedia Group.

Acting as both a search engine and a travel agent, the 22-year-old company connects millions of travelers across 52 countries and 30 languages with 1,200 travel partners a month.

Skyscanner global executive creative director Andre Le Masurier thinks it can differentiate itself from the giants through its marketing. Its latest campaign, “The Ultimate Travel Hack,” features four mini-campaigns led by characters representing different parts of its customer base.

The aim of the brand was to produce work in the mold of KFC, Liquid Death or Domino’s in engaging a wide demographic through humor.



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