easyJet: Pre-flight countdown programme

This case study explains how easyJet, the airline, used email marketing to build anticipation for its customers and generate incremental sales.

easyJet: Pre-flight countdown programme

Havas EHS

Executive summary

By focusing the business on the customer experience, easyJet wanted to differentiate themselves from other budget airlines and create incremental revenue not just through hard sales, but through a memorable and positive traveller programme.

How? By leveraging easyJet's brand proposition 'where are you going?', we ignite the natural feelings of anticipation travellers have during the countdown to their next trip. We provide help and inspiration at each milestone during the pre-flight experience, and ultimately transformed a functional, hard-sell approach, into a dynamic and fun-fuelled conversation.

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