Flight Network

Flight Network operates in the highly competitive online travel agent (OTA) sector. While it had been around since 1998, it was a site that people stumbled across in Google searches rather than specifically sought out.

The trip itself should be fun, but booking it often isn’t, with concerns like, “Did I get the best price? The best seat? The right insurance?” Trust is key, and people ranked Flight Network lower in trust versus the other OTAs. To change that, Leo Burnett tapped the insight that travellers want to experience the wonders of the unexpected on their trip, not while they book it.

The first task was a complete redesign of the Flight Network brand identity and a new look and feel for all communications. Next, the agency focused on the Price Drop Protection guarantee, which would be an icon that would help instill confidence in booking a flight.

In July 2011, the Flight Network redesign and the new campaign were revealed across newspaper, radio, online and OOH.

Before the campaign, interest in Flight Network as seen in Google Analytics was on par with the travel category overall. Immediately following the brand relaunch, interest in Flight Network has increased 50% versus the category.