Flight sales are big business. And they often happen when every other travel company is having a sale. So the creative needs to stand out from the crowd. Often, we're reusing creative assets from other campaigns - as you can see with the example of the red-on-pink creative below. It's here that the copy needs to work hardest, and drive home the sale message quickly, simply and effectively. Sometimes as a copywriter, it's important to know when to be clever and witty, and when to be straightforward and clear.