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‘It’s not an orange box’: inside the easyJet Holidays marketing playbook

on Nov 29, 2019 | 0 comments

By Jennifer Faull

EasyJet has launched a new Holidays brand, hoping to snap up market share after the shuttering of Thomas Cook. But getting people to reassess the idea of a package holiday, and then book it with a low-cost airline, is marketing director Mary Newcombe’s biggest challenge.

“We’re trying to bring a much more flexible offer than the traditional package holiday people think of,” she told The Drum shortly after her boss, chief executive Garry Wilson, revealed the ambitious new business division to press.

“It tends to conjure up a very inflexible, seminal, 14-day trip to a concrete hotel on a hideously crowded beach. Read full story ›

Source: The Drum