easyJet: Blowing up package holidays

easyJet, an airline, partnered with PepsiCo and Gatwick Airport to relaunch its package holiday business in the UK, grow to one million passengers, drive reach and engagement and combat low share of voice.

Executive summary:

As a planner, when you have nothing to lose and everything to gain, it pays to take risks. To challenge everything. To blow it all up.

easyJet holidays is a shining exemplar of putting all your chips on black, or in this case orange.

With only 1% share of voice and a punchy target of 1m customers (FY22), in a category dominated by three behemoths who set the standard for how package holidays are perceived, we repackaged the package holiday.

Identifying a totally new underserved audience, with high expectations when it came to hotels, we redefined the product...

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