EasyJet’s Lis Blair is on a journey to move the brand beyond price with a new campaign just six months into the job and a long-term plan to balance creativity with greater use of data.
The campaign, the first since new CMO Lis Blair took over, aims to create a more emotional connection with consumers as it looks to be known for more than value for money.
EasyJet’s new CEO believes that by maximising its data use and focusing on core areas including holidays, business customers and loyalty it will be able to see more growth.
The move also includes the appointment of its first chief data officer as the airline looks to tighten its positioning, accelerate its use of data and boost loyalty among passengers.
EasyJet is getting rid of the chief customer officer role in favour of a chief data officer as it looks to “exploit opportunities in data”.
While Dyson leads the way as the UK’s ‘healthiest’ brand, companies such as AO.com, easyJet and Premier Inn are proving their brand strength despite not having the scale to enter BrandZ’s UK top 50 this year.
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EasyJet has created a new director of customer role and will merge digital and marketing as part of a team restructure that will allow the low cost airline to focus on customer experience, business travellers and digital innovation.