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."


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