Taking you around the world, KAYAK sponsors F1 on C4
The challenge
Kayak.co.uk launched in the UK in early 2016 with a requirement to drastically increase brand awareness and consideration amongst the key travel savvy audiences in the face of an ever-competitive and cluttered industry.
The solution
KAYAK became the sponsor of F1 Championship 2016 and 2017 coverage on C4, running over 21 race weekends. Kayak was incorporated into the sizable C4 marketing campaign, and with idents running across all live and highlights programming, the sponsorship extended into digital with live streaming and activity on the All4 and F1 websites.
Results
KAYAK saw spontaneous awareness grow by 300% and overall consideration doubled. Association with F1 drove brand fame and stature with KAYAK becoming the 4th most recalled brand in F1 (broadcast & event), exceeding long established F1 partner brands such as Santander and Martini. F1 proved to be a success for KAYAK and they subsequently renewed for the F1 2017 season.