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.
Coca-Cola, Airbnb, EasyJet: 5 things that mattered this week and why
Marketing Week ReportersCatch up on all this week’s marketing news including Christmas ads from Coca-Cola, McDonald’s and KFC, Airbnb’s Olympics deal and EasyJet’s move into package holidays.
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.
Airbnb inks first major global sponsorship with Olympics deal
Molly FlemingAirbnb is promising to make the Olympics the “most inclusive, accessible and sustainable yet” as part of a nine-year deal that aims to boost its reputation before going public.
How brands can create human connections through laughter
Marketing Week PartnerWhen Netflights was looking to challenge industry norms with its brand refresh, its agency The Hatch saw humour as the way to connect with ordinary people.
Beyond air miles: Emirates Airlines rewards customers for engagement
Ellen HammettThe Dubai-based airline is trying to find new, less transactional ways to reward people for their loyalty, as well as engaging customers at the moments where they are more likely to make an “instantaneous impulse purchase”.
Why alternative job titles prove marketing is not the ‘colouring-in department’
Matthew ValentineDoes the plethora of new titles for senior marketing roles reflect a change in the nature of marketing, or is it a case of window dressing gone wild?
How Addison Lee’s tech overhaul put customers in the driving seat
Michael BarnettWith apps such as Uber disrupting business travel as much as the taxi market, Addison Lee has shifted its focus from account management to the passenger’s experience, which entailed a technology overhaul and a whole new way of working.
Marketing Week Top 100: The top travel, transport and hospitality marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the travel, transport and hospitality sectors, part of our Top 100 Most Effective Marketers project.
It’s time for your brand’s data strategy to grow up
Mark GoodingAs Scandinavian Airlines found, the route to data maturity involves first understanding the outcomes you want to achieve.
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Skyscanner overhauls brand in shift to more emotional marketing
Molly FlemingSkyscanner is moving from a functional to emotional approach to marketing and putting more focus on its brand to appeal to consumers who expect “much more” from travel companies.
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Is the Thomas Cook brand worth saving?
Sarah VizardThomas Cook’s collapse into liquidation could mean the end for the 178-year-old brand but if a buyer can be found its heritage and customer love suggests it is worth saving.
Eurostar looks to stand out from ‘generic’ travel ads with new campaign
Molly FlemingEurostar looked back at old archives to “refresh” its tone of voice and create a “boldness” its new marketing director felt it had lost.
British Airways needs to ensure its reality matches up to its advertising
Molly FlemingAs British Airways celebrates its 100th anniversary, it is facing poor rankings, striking staff and irritable consumers but to secure the brand’s future it needs to stop focusing on the past and invest in the future.