Skyscanner appoints three agencies to launch its first ever integrated marketing campaign in APAC

Following a competitive pitch travel search site Skyscanner has appointed Leo Burnett Singapore, Havas Media and IN.FOM to launch its first ever integrated marketing campaign for the Singaporean market. This marks the first time that Skyscanner has appointed creative, media and public relations agencies to manage its communications outreach programme in Asia Pacific. The integrated campaign, “Anywhere and Everywhere” is divided into two phases and will run until the end of April.

Andy Sleigh, Skyscanner’s General Manager for Asia Pacific, said, “APAC is the fastest growing travel region today, and with Singapore being a major business and aviation hub, it’s only fitting that we launch our first ever integrated marketing campaign here. In the search for communication partners to help with this launch, Leo Burnett, IN.FOM and Havas were selected for their insights and clear understanding of our business vision. We are confident that they have the expertise needed to achieve the campaign goals we have outlined.”

Josh Grace, Managing Director, Leo Burnett Singapore said, “This is a brand that has no limits – that is also the founder’s ambition in the first place. We want to bring that ambition to life for Skyscanner and what a privilege to do it first here in Singapore.”

Mike Liew, Partner at IN.FOM added, “Skyscanner has long been known for its comprehensive travel search results. IN.FOM is proud to be part of the team that will help build the Skyscanner brand and elevate it to be the search site of choice for every traveller in this region.”

“We are naturally delighted to have impressed Skyscanner sufficiently for them to trust their launch campaign’s comprehensive traditional and digital media planning with us. The media blitz of this campaign is substantial and we are certain we will garner immense awareness for the Skyscanner brand. The positive and collaborative approach that all three agencies and the client have embraced has really made the final plans something that all of us are really happy about and we can’t wait to expose it to Skyscanner’s prospects in the coming months,” said Melvin Lim, Chief Executive Officer, Havas Media, Singapore & Malaysia.

The “Anyway and Everywhere” campaign recently kicked off with the launch of the microsite and a call to action on 15 February for fans to send in video entries to participate in a competition that will take one lucky winner on a trip of a lifetime around the world – across six continents and seven unusual destinations. The final phase of the campaign will feature the winner as he/she starts his/her adventure around the world filmed by a camera crew. Fans will also be able to participate by taking their own ‘selfies’ – using a background picture representing the locations of the winner’s trip- which they can choose to share it via their social media pages. Fans demonstrating the most creativity and the top 10 most liked ‘selfies’ will be entered into a draw to win a trip to the particular location.

Conceptualized and led by Leo Burnett Singapore, the campaign will run across digital, mobile advertising networks, social media and out-of-home media including posters at 122 bus stops island-wide double decker buses and giant outdoor digital screens. Social and digital channels that will be used to drive the campaign include Yahoo, YouTube, Facebook and Twitter. Taking the “Anywhere and Everywhere” campaign to the streets, activation teams will be deployed at special outdoor events at Orchard Cineleisure and Raffles Place to drive buzz and participation from the ground.

Credits – Executive Creative Director: Tim Green. Copywriter: Guilet Libby. Art Director: Shuichi Narita. Operations Director: Kirby Koh. Digital Art Director: Eugene Ling. Account Manager: Renus Ng. Account Director: Ian Koh. Regional Account Director: Anja De Landsheer. Media Agency: HAVAS Media. PR Agency: IN.FOM.