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easyJet Holidays radio campaign looks to marry value and quality

easyJet holidays has joined the slew of budget service providers remarketing themselves as more premium, using its latest marketing campaign to show value and quality are not mutually exclusive.

Promising ‘posh holidays without the posh prices’, the campaign will broadcast across radio in a six-week run. It seeks to position the package holidays offered by easyJet as challengers in the ‘posh’ holiday market by showing the provider offering the same deals as a luxury holiday owner.

The campaign, created by VCCP, centres on character ‘Frederick F Farquhar’, owner of a luxury holiday company who becomes increasingly frustrated by easyJet holidays offering the same packages for less than his company does.

It eshoes Ryanair's efforts establish itself as a 'quality' service, announcing a rehash of its interiors and colour scheme to compete with premium airlines.