EasyJet

Holidays - protection promise

The Challenge

Build consumer confidence and drive bookings in a turbulent environment

Along with the wider travel industry, easyJet holidays was facing plummeting consumer confidence for booking holidays abroad due to COVID-19. Leading operators were also widely criticised about approaches to cancellations and refunds. Grayling was tasked to demonstrate easyJet holidays’ industry leadership amid this crisis – in a bid to give people the confidence to book holidays, both in the short and long-term.

The Solution

Leveraging easyJet holidays’ original brand promise “to serve customers with the ultimate flexibility” at a time when such flexibility was crucial and much demanded.

Consumers were clearly worried and hesitant about booking a holiday, fearing they’d be left out of pocket if a trip was unable to go ahead due to sudden changes in legal restrictions or travel guidance.

Grayling knew this consumer promise had to have depth if it was to win over holidaymakers and the media alike. Simply offering ‘something’ in such a crowded and currently confused marketplace would not be enough.

So we aimed to create a definitive guarantee, one that would allow easyJet holidays to stand apart from its competitors. From creating a policy messaging framework that informed PR tactics and a cross-channel comms strategy, to the creation of content for media, internal channels, easyJet holidays’ website and social media, Grayling took an integrated approach to deliver a double hit of consumer reach and behaviour change.

The Results

This is Money was so inspired by the campaign that it conducted its own investigation into holiday policies, with competitor firms Tui and BA Holidays challenged to follow eJh's example

pieces of national, travel and lifestyle media coverage

26%

One in four (26%) consumers saw the Protection Promise launch

76%

Of those, 76% said they would consider booking with eJh as a result of its Protection Promise