An extensive integrated marketing campaign including Skyscanner’s first television adverts has been designed to raise awareness of the brand and drive new visitors.
The company’s chief executive Gareth Williams said loyalty among existing users was strong, but the nature of the site meant it was not necessarily used on a regular basis.
“The most loyal user of Skyscanner may only use us once a year,” he explained.
“Most of the people who have heard of us use us, but most people haven’t heard of us (yet).”
He added: “[The television advertising] is partly about experimentation and seeing what integrated marketing can achieve. We have had a focus on repeat visitors since we started as we had very limited marketing resources, but now we are looking at ways to grow.”
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