easyjet: How easyJet grew its brand by cutting costs

This case study demonstrates how easyJet, the low-cost European airline, employed its first ever brand campaign to improve brand and sales performance, while reducing marketing investment.

How easyJet grew its brand by cutting costs

Principal authors: Michael Lee, VCCP and Bryan Jago, OMDContributing authors: Andrew Perkins, Henry Bilson and Neasa Cunniffe, VCCP; Priyang Jha and Sam Dias, BrandScience

Introduction

2010, and easyJet finds itself in an interesting place.

Over the course of fifteen years, the brand had successfully forged out a low cost positioning, with marketing support almost entirely used to drive short-term direct response. The cheap and cheerful brand from Luton had taken on Europe's finest and achieved remarkable things.

But it was increasingly obvious that this approach needed to change. Across...

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