Europe by easyJet

This case study describes how easyJet, the airline, changed its positioning in Europe to selling experiences rather than just journeys.

Europe by easyJet

Client: easyJetBrand: easyJetAgency: VCCPCategory: Best demonstration of Integrated EffectivenessCountry: United Kingdom

easyJet revolutionised air travel when it launched in 1995. With its extraordinary low prices, radical approach to efficiency and challenger behavior that would be copied around the world, easyJet pioneered a low cost category and expanded rapidly throughout Europe for more than a decade. However, by 2010, easyJet was facing unprecedented competition from both sides. National "flag carrier" airlines, who previously justified charging higher prices for better service, were beginning to adopt the low cost model that...

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