EasyJet praises business campaign for generating ‘record seats’

Easyjet has credited its first ever TV campaign directed at business travellers after selling a “record number of seats” over the fourth quarter of 2014 and subsequently cutting loss forecasts for the first half of the year.


The budget airline credited the campaign as it revealed it expects losses for the first half of 2015 to be between £10m to £30m – a significant drop compared to the £53m loss reported for the first half of 2014.

EasyJet launched the “Business Sense” TV campaign back in September as close rival Ryanair launched a campaign for its own business class proposition.

EasyJet’ chief executive Carolyn McCall said the airline had no issues filling the extra 500,000 seats it had added over the fourth quarter ending 31 December and sold a record number of seats to business travellers thanks to the “Business Sense” campaign. Passengers carried in Q4 rose by 4.1% to 14.9 million.

“We further strengthened our network in the quarter adding around 500,000 seats, the majority of which are from airports where EasyJet has a number one or number two position.,” said McCall, who in November credited a strong marketing strategy for EasyJet’s ongoing turnaround. “This combined with our new TV ads aimed at business travellers enabled EasyJet to sell record numbers of seats to business travellers.”

Total revenue for the fourth quarter grew by 3.8% to £931m, while revenue per seat grew by 0.8% – EasyJet said it took an average of around £56 per seat. This morning, shares in EasyjJet increased by 3.4% after it announced the cut in half-year loss projections.

Last week, EasyJet launched its first ever TV campaign for its sister brand EasyJet holidays service. Head of marketing Ian Cairns said the airline will continue to invest in marketing both for the airline and also for the holiday booking service throughout 2015.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here