The Campaign

To a certain degree, there are still negative tags on travel addicts in China, such as #not stable#, #glutted with pleasure#, and #untrammeled#, etc. – tags that don’t help in building a strong work resume (travel addicts still need to work, as travel requires money!), even though love of travelling and their travel experiences are very much a part of their life “resume”. Skyscanner would like to educate Chinese target audiences about how cool outbound backpacking is, and give these travel addicts the chance to turn their love for travelling plus knack for “living it up” into an asset in their resumes. Objective 1.Increase the Skyscanner brand exposure, which is measured by the matrix of Skyscanner App natural user growth & Baidu search index 2.Arouse Chinese audiences’ interests in outbound backpack travel, which is measured by the matrix of user-engagement numbers through selecting Skyscanner CTO

Creative Execution

1. CTO selection •We launched the official position of CTO on LinkedIn and a campaign mini-site page was launched to introduce the position of Skyscanner CTO, attracting 15,000-page views LinkedIn via application page. •After a series of examination, Skyscanner officially invited 5 candidates to the office for 1on1 interviews based on their travelling experiences, ticket arrangement, budget planning. The former journalist of Sports Daily, Yang Guowei became the Skyscanner Chief Travelling Officer. 2. CTO live broadcast in Brazil •The Skyscanner CTO took part in a 120-min live video Olympics program on NetEase (www. 163.com), in which he specifically introduced his travel plans in Brazil. •Organized 2 sharing salons on LinkedIn to introduce the backpack tour, the job description of Skyscanner CTO and to provide outbound travel tips. •The Skyscanner CTO held a 7-day live broadcast in Brazil, including scenes of the Olympics and tropical rainforest, attracting more than 100,000 viewers.

1. Increased brand exposure as per objective: o The number of active users on Skyscanner.com and their app sharply increased by 55% (natural user growth). o Baidu Index showed that the search volume of #Skyscanner# brand keywords year-on-year increased by 514%. 2. Aroused interest in outbound backpack travel as per objective: o Over 10,000 online applicants via LinkedIn for the CTO position o Over 67000 comments on LinkedIn’s Skyscanner campaign page o Live broadcasts of Skyscanner CTO attracted over 100,000 viewers

We partnered with LinkedIn to create and promote the job position of Skyscanner Chief Travel Officer (CTO) – a job opening that looked for travel passion and experience as a hiring criteria, as well as required planning and budget-control skills, plus ability to remain flexible and creative. The job description is to explore Brazil backpacker style for a month with a salary of 30,000 RMB per week, and live it up as much as possible during the Rio Olympics. This helped to erase the negative tags on travel addicts, plus enabled the winning candidate to officially put the CTO position on his/her work resume. More importantly, this helped to build brand affinity for Skyscanner amongst their target audience, as well as promote outbound backpacking as a cool way to travel, with Skyscanner as the perfect enabler.