Digital Marketing Case Study - EasyJet

EasyJet relaunched its package holiday business at the end of November 2019, hoping to fill the gap in the market left by the demise of UK leisure carrier Monarch Airlines and, more significantly, the collapse of the Thomas Cook Group in September 2019. EasyJet took over Thomas Cooks take-off and landing slots at Gatwick and Bristol Airports and believes the new business has the chance to become a major participant in the package holidays market, currently estimated to be worth 61 billion in Europe and 13 billion in the UK.

EasyJet aims to capitalise on the 20 million passengers it carries to European leisure destinations with new destinations in Morocco and Israel. Currently, only 500,000 of its flight customers also book accommodation through the airline. EasyJet Holidays will offer more than 100 beach and city holiday destinations, pairing its short-haul flight network with more than 5,000 of Europe's best hotels. Hence, the companys primary target is those who already fly with EasyJet in order to convert them to package holidaymakers and hope to show how EasyJet Holidays is a modern and fresh alternative to traditional suppliers.

The airline relaunched its marketing campaign for EasyJet Holidays with a multi-million-pound campaign that promised to disrupt the industry before the Christmas 2019 period, so it could start taking bookings for the summer 2020 season but then Covid-19 and lockdowns arrived.

As a member of the digital team allocated to EasyJet Holidays relaunch of its package holiday business, write a proposal for the digital and direct marketing campaign to launch in August 2021 to target autumn short breaks and winter holidays with an average price of 300 per person. You wish to target customers who had booked a flight previously with EasyJet to encourage them to take a short autumn or winter break as well as acquiring new customers once the lockdown ends. Your budget is 500,000, and your sales target is 30,000-holiday bookings. Include:

your quantified campaign objectives;

target market and customer profile;

the message and content plan,

the media you will use explaining your rationale for the choice

details of the expected scope and response rates;

a breakdown of your budget

how you will evaluate the campaign.