EasyJet appoints WebTrends to assess online marketing initiatives

Low-cost airline easyJet has appointed digital agency and services provider WebTrends to oversee strategy for its online Web and marketing initiatives.

WebTrends will measure the success of the low-cost carrier’s online marketing communications and Web content to assess its effectiveness in the increasingly competitive online travel market.

The agency will work with the airline to help determine its online strategy and provide business performance indicators, with the aim of increasing online revenue.

EasyJet brand communications manager Andrew Berks says: “We are now in a much better position to track the performance of our marketing campaigns, in terms of understanding which Web content delivers the smartest conversion to bookings, from a low-fares flight to a holiday deal on our new easyJet Holidays site.”

Berks adds that by measuring online campaigns and promotions activity more accurately, third parties will reap rewards too. He says: “Our partners will also feel the benefit, as we can more quickly and easily identify which are the most successful promotions within ancillary campaigns.”

He says WebTrends will enable the flight company to better manage and target online campaigns across its sites, which feature in 18 languages. WebTrends will also train easyJet staff to better understand analytics and consumer behaviour.

Earlier this year, easyJet rolled out a desktop widget that enables it to feed its travel information directly to up to 40 million desktops via Windows Vista. Once downloaded, the application sits on the desktops that run the Vista operating system, and automatically updates with information from the airline’s website.

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