Skyscanner claims to be the 'OG travel hacker' in quirky 20th-anniversary campaign - The Drum

Major advertising push looks to demystify metasearch for travelers in Canada and Australia.

In 'Ultimate Travel Hack,' viewers are introduced to four new characters, including the 'Travel Magician,' an 'Analog Travel Agent,' a quirky 'Deal Collecting Couple' and a 'Private Travel Hacker' for the wealthy and well-traveled.

It's the brand's first global 360° marketing campaign and was created in-house, hoping to capture the travel company's playful sensibilities and humor.

Skyscanner's executive creative director Andre Le Masurier explained: "We are the OG travel hacker. We've always put the traveler first in everything we do since day one and this year marks our 20th anniversary, so we wanted to create something special. This campaign is us staking our claim to that title while showcasing the best tools, tips and travel hacks that made us famous.

"Exploring, planning and booking travel should be fun and we wanted to reflect the joy of finding your next great trip with rich, memorable character worlds that entertain and reward curiosity. I think advertising and the world could use a little more humor and unexpected quirkiness."

The campaign will be amplified through TV, out-of-home and digital activations, including the launch of paid TikTok assets.

Le Masurier continued: "This was another big step creatively for our in-house creative team working even more collaboratively with Little Big Engine, which was an absolute blast. I'm really proud of the steps we are taking internally but we couldn't have gotten there without the brilliance from Patrick, Brandt and the Little Big Engine team.

"Their creative, character-building and directorial chops are unmatched. We work so well together from ideation to final execution. They get the data-based approach but understand creativity rules. It's been so much fun; my face is still sore from laughing on set together riffing on character bits and lines."

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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