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Improving brand perception and securing savvy customers


To attract savvy customers who are just as interested in cost-efficiency as using a more premium feeling brand. In 2010, when the short-haul market suffered soaring fuel costs and aggressive price-cutting, the aim was to secure the middle ground between budget travel and attractive airlines.


Brand advertising was created, blending the best of easyJet’s cheeky, low cost heritage with a more sophisticated, premium body language, across 17 European markets in 21 languages. easyJet beat the national carriers on price, but crucially, also improved brand perceptions.


Despite this fiercely competitive market, a 500% share price increase was achieved, which continues to grow today. Through smarter integration and planning, this was achieved while actually reducing marketing spend – the positive impact of which has been felt across the whole business.