UK metasearch site Cheapflights has followed up the launched of its biggest-ever above the line marketing campaign by appointing a new public relations agency to raise the brand’s profile.
White Tiger PR will work to raise awareness both with consumer and the trade, as well as within the travel technology community.
From February 1, the London-based all-director agency will look to position Cheapflights as “the expert on travel behaviour and trends, a champion for the needs and rights of travellers and the go-to site for the very best travel deals”.
The firm said it is targeting 35-55 year-old “spontaneous explorers” and younger “ultimate lifestyle” Millennials.
Phil Bloomfield, global head of communication and PR at Cheapflights, said: “We are investing for growth and comms has a key role to play.
“This appointment follows hot on the heels of our biggest ever above the line campaign spearheaded by the ‘flying stuntman’ TV ad, the appointment of a new managing director, a brand refresh, and agency hires in Australia and South Africa.
“We’ve changed and we need travellers to be reminded why this brand should resonate with them. It’s White Tiger PR’s role to ensure we achieve the profile we deserve.”
The account will be led by White Tiger PR Founder and managing director, Cass Helstrip and her experienced team of senior PR directors.
Helstrip said: “Cheapflights is the pioneer of flight search, and this year celebrates 20 years of heritage in the sector. It’s a powerful brand with big plans.”