Skyscanner
Keeping a global travel giant at the heart of cultural conversation
Background
Skyscanner is one of the world’s most established travel brands, trusted by millions of travellers each year. But in the fast-moving world of social media, being trusted wasn’t enough – the brand needed a reactive voice that was consistent, culturally relevant, and uniquely ownable.
How we got there
We analysed Skyscanner’s global footprint and audience behaviours, identifying how the brand could move from simply present on social to being an active, witty, and helpful ally in people’s feeds. Building from Skyscanner’s reputation as a knowledgeable travel partner, we defined their bold space as “The Travel Saviour” - a personality that blends geeky expertise with a sharp, culturally relevant wit.
Defining our positioning
We built a global reactive framework across three levels: anticipated reactive (seasonal or expected travel events), community engagement (direct responses and customer service), and trending moments (fast cultural hooks). This allowed Skyscanner to flex between being helpful and playful - always consistent, always authentic.
Brand messaging and tone of voice
We created a persona “The Geeky Travel Pal” that embodies passion, intelligence, and humour. Helpful when travellers need answers, witty when culture calls for playfulness. The tone was rooted in expertise but never condescending, assuming intelligence and rewarding audiences who “get the joke.”
Reactive playbook
We codified all of this into a 30+ page global reactive social guidelines document, covering tone of voice, content typologies, do’s and don’ts, and examples by platform. This ensured consistency across markets, helping teams worldwide deploy Skyscanner’s new social personality with confidence.
The result
A new, codified social identity that enables Skyscanner to show up with both credibility and character - trusted when needed, entertaining when relevant, and always keeping the brand top-of-mind in the fast-moving world of travel.