Price comparison website Cheapflights is running a campaign on the new Virgin Media portal to promote its e-newsletter. (3/23/2007)
Cheapflights’s head of UK Marketing Joe Sikorsky said that company wanted to check how direct response display advertising compares to search in terms of driving relevant traffic into our website and generating newsletter signups.
The promotion has been planned and bought by full-service online marketing agency Harvest Digital.
The campaign is part of an ongoing display media strategy by Harvest Digital that has seen Cheapflights test a mix of rich media and standard formats on AOL, together with a range of activity on relevant directories and travel verticals.
Harvest Digital recently conducted extensive research into the online travel market in conjunction with Nielsen//NetRatings and Adviva which revealed that 55% of internet users book holidays online whilst only seven percent of Internet users book on the high street, and that two thirds of Internet users take two or more holidays a year. A release stated that online travel booking and research is especially common for 25 - 34 year olds, and for people booking within four weeks of their departure date and in both cases 68 percent of people would book directly on the Internet. The survey also revealed that three quarters of people book their own holidays with no major differences in the travel booking habits of men and women.