Twenty-five years on, EasyJet’s third employee looks back at how a mixture of bombastic ads and guerilla marketing helped the airline overcome its ‘David versus Goliath’ struggle.
Airlines are using their customer communication channels to attempt to reassure people about the safety of flying and make clear the changes they have made amid the ongoing coronavirus pandemic.
Her departure has prompted the airline to restructure its board so that marketing, customer, digital and insight will now report into EasyJet’s chief commercial officer.
January is a month when consumers typically start thinking about summer holidays. But as consumers increasingly choose their conscience over the temptation to fly, can airlines clean up their act and help people combat ‘flight shame’?
EasyJet is relaunching its packaging holidays brand with a multi-million pound campaign that promises to disrupt the industry.
EasyJet is launching a package holidays offering, saying it sees demand for a new way of doing things despite the demise of Thomas Cook.
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.
The easyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Developing strong relationships with the finance or HR department is a smart idea for marketers who want to ensure their impact is felt across the organisation.
New research from Mumsnet and Saatchi & Saatchi reveals the brands that are winning the loyalty and trust of modern mothers and what makes them resonate.