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Easyjet VCCP

EasyJet’s £8.5m ‘Business Sense’ campaign behind airline’s turnaround

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By Jennifer Faull | Deputy Editor

January 27, 2015 | 2 min read

EasyJet has delivered strong results in its latest set of financials, selling a record number of seats to business travellers which chief executive Carolyn McCall attributed to the ad campaign it launched last year.

For the three months to December 2014, passenger numbers were up 4.1 per cent to 14.9 million leading revenue per seat to increase by 3.7 per cent on a constant currency basis to £56.16.

Overall, total revenue was up £34m to £931m leading the airline to predict that losses for the first half of the year will be between £10m and £30m compared to the £53m losses in the first half of last year.

Chief executive Carolyn McCall said the turn-around could be attributed in part to the £8.5m ‘Business Sense’ activity – developed by VCCP - it kicked off in September 2014.

The TV ad was voiced by actor Hugh Laurie and featured a giant rabbit and the song I'm Late from the Disney adaptation of Alice In Wonderland.

She explained: “We further strengthened our network in the quarter adding around 500,000 seats, the majority of which are from airports where easyJet has a number one or number two position. This combined with our new TV ads aimed at business travellers enabled EasyJet to sell record numbers of seats to business travellers in the first quarter.”

McCall added that the airline will continue to build on its strategy “of making travel easy and affordable”.

EasyJet started 2015 with a campaign from for its holidays service.

McCall said the business is “well positioned to continue to deliver returns and growth to shareholders”.

Shares rose more than three per cent on the news.

Easyjet VCCP

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