CheapOair.com has launched its first TV brand campaign in
the form of a commercial with the tagline "Go Ahead, Be Cheap."
There are 15- and 30-second versions of the commercials in
English and Spanish, written and produced by Rogue Producer. CheapOair said the
English versions began airing nationally this month.
Vice president of branding Kathi Moore said the OTA is
taking advantage of its "quirky" and "memorable" name to
build brand awareness.
In the past, CheapOair's media strategy has been focused on
digital advertising. CheapOair is a Fareportal company.
"With 'Go Ahead, Be Cheap' we are creating the
foundation for the hyper-growth we expect in the next few years,"
Fareportal CEO Sam Jain said in a statement. "Tactically, and technically,
we are ready. The next logical step for us is to reach out to the travel
consumer with strong, branded messaging to increase our customer base."