EasyJet ups marketing spend by almost £40m as losses narrow
Molly InnesWhile last year the airline faced pre-tax losses of £1.1bn, this year that number has narrowed to £178m after flying an additional 50 million passengers.
Former airline marketers advise brands to communicate ‘realistically’ as brand health plummets
Niamh CarrollData shows airlines are taking a significant hit to their brand health from the ongoing disruption at British airports. But former industry marketers say the real challenge is the long game.
EasyJet poaches Asos’s top marketer as it brings back CMO position
Michaela JeffersonRobert Birge will be returning to the travel industry after more than two years leading marketing at online fashion giant Asos.
How EasyJet plans to ‘move the brand forward’ with its first post-pandemic campaign
Michaela JeffersonAfter cutting most of its marketing spend over the pandemic, EasyJet’s marketing director says the time is now right to relaunch the brand and reinvest in advertising.
‘It’s all about right to play’: How far can EasyGroup push its brand?
Michaela JeffersonThe group behind EasyJet, EasyHotel and EasyGym is now looking to compete with the likes of Just Eat and Uber as it launches three new business ventures.
‘You’ll be out of business in six months’: How EasyJet proved the doubters wrong
Molly FlemingTwenty-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 seek to reassure customers to get them booking again
Sarah VizardAirlines 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.
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EasyJet scraps CMO role as Lis Blair departs
Molly FlemingHer 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.
Could carbon offsetting save aviation’s bad environmental reputation?
Molly FlemingJanuary 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 promises to ‘disrupt’ package holidays with brand launch
Molly FlemingEasyJet is relaunching its packaging holidays brand with a multi-million pound campaign that promises to disrupt the industry.
How EasyJet will use data to differentiate in package holidays
Molly FlemingEasyJet is launching a package holidays offering, saying it sees demand for a new way of doing things despite the demise of Thomas Cook.
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EasyJet’s new CMO on using data to ‘supercharge creative judgement’
Molly FlemingEasyJet’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.
EasyJet launches ’emotional’ campaign as it looks to be known for more than value
Molly FlemingThe 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 CEO: ‘We want to be the most data-driven airline in the world’
Molly FlemingEasyJet’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.
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EasyJet brings back the CMO role in management shake-up
Sarah VizardThe 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.