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Skyscanner

How Skyscanner created a “rabbit hole” website to capture a new market

Aspiring to be the ultimate travel hack, Skyscanner helps travelers save time and money on their next trip. With everything from flights to hotels and cars, it strives to make planning travel simple for everyone. As a company that puts travelers first, its entire digital presence should empower travelers to save and embark on journeys. James Bradley, principal creative lead on the brand marketing team at Skyscanner, has been with the company for nearly six years. He told us how Skyscanner uses Readymag to create out-of-the-box campaigns that reward users’ curiosity.

4 years

with Readymag

8-10 projects

currently in the pipeline

20k+ visitors

for case study website

The genesis of the campaign

The Travel Magician was part of Skyscanner’s brand campaign in Canada, which focused on launching the company brand as a challenger and emphasizing travel planning over destinations. “This concept was conveyed through our TV ads and other media.

The strategy wasn’t to simply repeat creative elements across different media, but to create content that would resonate at various levels,”

comments James. For example, Skyscanner adapted the Travel Magician TV ad for TikTok by emphasizing hyperreal elements and infusing the ad with the brand's features and personality.

About Skyscanner:

Founded in 2003, Skyscanner is a leading travel marketplace dedicated to putting travelers first. Skyscanner helps millions of people in 52 countries and over 30 languages find the best travel options for flights, hotels and car rentals every month.

To engage the audience further, the brand marketing team introduced an element of discovery with the Travel Magician website, aiming to create a “rabbit hole” effect that rewarded curiosity with engaging content. “Readymag was particularly useful because it allowed us to rapidly develop a site with advanced features like parallax effects, custom fonts, and animations that enhanced the campaign's creative appeal,” James explains.

How storytelling techniques can help you create better design

The magic behind Travel Magician

The work on the Travel Magician campaign began in Figma, with James laying out the business needs, campaign objectives, ideas, assets, and art direction. Then, the team explored Readymag's Examples library for inspiration, including font examples and interesting features like circular rotations and parallax effects. These insights provided inspiration and helped the team adapt elements for the project, such as using parallax for the magician merch section or incorporating timelines effectively. Mapping out the user journey and starting content creation was next. “Design thinking was crucial throughout this process, from initial wireframes that established the sections to early designs that began shaping our style,” James says. This iterative process involved constant testing and refinement of the visuals, graphics, and interactions within Readymag.