Low budget airline Easyjet, have recently launched, what Travel Weekly news bulletin describe as a heavy hitting price comparison newspaper advertising campaign in a bid to go up against big wigs such as Thomas Cook and Tui Travel. By listing five different holiday options and comparing the prices to other brands, Easyjet are communicating to existing and potential customers that price is the main consideration for choosing their holiday this summer. Is this the right message given recent cut backs on holiday spending…Why Shell Out More?
According to travel news, travii.com the newspaper campaign is set to run for a number of weeks with different deals in the weekend newspapers. It is all about the timing of this campaign and with what Easyjet claim to be, a flexible holidays offering, this campaign will certainly give companies such as ‘Choice Holidays’ a run for their money!
Advertising in weekly newspapers is clearly key to marketing campaigns for holiday brands with the likes of Thompson and Choice holidays running similar ‘copycat’ campaigns. This indicates the importance of advertising in the industry above all else. It will be interesting to see which campaign will be the most successful as we hit peak holiday season for many package holiday customers!
A very useful model can be sourced from Marketing Communications: A Brand Narrative Approach that demonstrates the process of running campaigns and the considerations at each stage in order to ensure that the right messages are communicated through the relevant channels. The similarities in the marketing approach for the holiday industry indicate that the brands know what works for their market!