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...