The campaign launched in print on Saturday, 30 May 2015, and on radio on Monday, 1 June 2015, highlighting that cheap flights found through the travel search website could get South Africans to their high school reunion, their best friend’s wedding, the company ‘bosberaad’ and their cousin’s bat mitzvah. The different advertisements poke fun at South African stereotypes, while emphasising that these important life events are things that ‘you wouldn’t miss for the world’.

Cheapflights’ South African website launched in November 2014, using content marketing to establish the brand in the local marketplace. This is the first time the brand has conducted an advertising campaign in South Africa.

“We created a campaign that would engage with as many South Africans as possible by creating resonance with particular life experiences,” says Andrew Shelton, Global marketing director for Cheapflights. “We wanted to dispel the perception that it’s a long and complex task to find the cheapest flights locally or internationally, emphasising that there are always affordable flights out there, if you know where to look. Cheapflights knows where to look – and we have been already helped people in 11 other countries find cheap flights since we launched.”

Fresh, smart South African agency group, DUKE, produced the new advertising campaign. “It’s been great to work with a world-class client, a world-class product and deliver a big impact campaign. We hope South Africans will see the funny side of travel in the work and share some of their own wouldn’t-miss-it-for-the-world moments,” says CEO Wayne Naidoo.

Cheapflights searches the internet for fares and displays all the options on one page, giving consumers all the comparative fare information they need, at a glance. It displays direct routes as well as routes with multiple connections, giving consumers the power to choose a cheaper fare that may take longer to reach the destination, or pay slightly more for a direct flight. Once they have chosen their cheap flight, the Cheapflights website connects them directly to the airline’s booking site, without incurring any intermediary costs.

“We’re a young, adventurous brand that wants to change how South Africans approach the way they book air travel,” says Shelton. “We show them that it’s not as expensive as they think to get to that high school reunion, that family celebration, or that all-important company event.”

Cheapflights is part of the Momondo Group, an online travel and media company that serves travel search and inspiration to more than 17.5 million visitors a month. It pioneered the online comparison of flight deals for users in 1996, and operates in Australia, Canada, Hong Kong, Indonesia, Malaysia, New Zealand, Nigeria, the Philippines, Singapore, the UK and Ireland, and the United States of America.

For more information, visit www.cheapflights.co.za. Alternatively, connect with them on Facebook and on Twitter.