Bringing consumer protection to life for easyJet holidays

LEAD OFFICE

London

The challenge

How do you reassure consumers that a holiday company has them covered in a time of pandemic?

The launch of easyJet holidays’ Protection Promise was a crucial opportunity to educate media and consumers alike about the brand’s flexible, customer-centric offering. At a critical time for the future of the travel industry, our activity sought to carve out share of voice for easyJet holidays in discussions around booking a holiday for 2020 and beyond, and to reassure customers that they would be covered for the long term despite the uncertainty around COVID-19. Our core objectives were to:

1. Position easyJet holidays as a customer friendly business, putting customers at the heart of everything

2. Drive trust amongst new and existing customers at a time when reassurance and transparency is paramount

3. Generate positive earned media for the brand during a difficult time for the industry and re-gain share of voice on and offline

The solution

A truly integrated approach to modern communications…

Starting with a thorough interrogation of the media and consumer landscape to inform messaging, through to the crafting of a meticulous narrative and the simple-but-effective policy name ‘Protection Promise’, this was a truly integrated approach to communications.

We worked closely with the easyJet holidays team from the outset to create a clear, reassuring and comprehensive set of policies. Launched to consumers through a media blitz, backed up with consumer research into changing UK holiday habits post-COVID, and sold in across broadcast, print, trade and online.

Not only this, but with a coordinated programme of owned and earned social media activity, a fully-stocked content bank and an integrated influencer activation plan, we created a campaign that spanned all possible consumer touchpoints. Oh, and we advised on the internal communications, customer emails, and the website refresh too.

Told you it was integrated.

 

The results

So good we deserve a holiday ourselves...


25%
of UK population reached with campaign

3x
email clickthroughs vs average

94%
uplift in positive brand sentiment