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Industry view: Is easyJet's marketing makeover working?

By Loulla-Mae Eleftheriou-Smith and Daniel Farey-Jones, 12 May 12, 09:00

In their first major repositioning of the 17 year-old airline, chief executive Carolyn McCall and marketing director Peter Duffy decided to inject more meaning into the brand behind the established price-driven in-house press ads and recruited advertising agency VCCP. The 50m pan-European campaign ...

Thomas Cook overhauls 2013 strategy to ease booking process

By Loulla-Mae Eleftheriou-Smith, 03 May 12, 01:11

season was launched last week, in the form of a three-week press campaign to promote its use of the new ...

Thomson rolls out national campaign for Dreamliner launch

By Loulla-Mae Eleftheriou-Smith, 26 April 12, 09:05

The national and regional press campaign launches this week and will run in this weekend s papers. It reads, "Be the first to fly on the plane everyone's talking about only with Thomson". Thomson Airways, the carrier for Thomson and First Choice, is the first in the country to operate the new Boeing ...

EasyJet's Carolyn McCall on putting clear blue sky between the airline and its budget rivals

By Loulla-Mae Eleftheriou-Smith, 25 April 12, 08:30

blows in a tit-for-tat press-ad war, and the latter was quick to label its rival's performance as worse ... that are live and meaningful'. So far, this has played out in a cheeky press ad parodying BA's brand campaign ... 's advertising, demonstrating a subtler tone of voice and shift away from price-led press ads. In easyJet ...

Flybe in £9m brand repositioning

By Loulla-Mae Eleftheriou-Smith, 24 April 12, 08:30

The campaign, created by ad agency Souk, encompasses TV, press, outdoor, radio and digital. It introduces the strap-line: Making flying better. The fresh positioning primarily targets business travellers, who account for about 45% of Flybe s customer base. The strategy emulates easyJet s focus ...

Marketing the Queen: brands face a Diamond Jubilee balancing act

By Rachel Barnes and Matt Chapman, 05 April 12, 10:00

between the audited 300m figure and the 2bn reported in the press. It's certainly going ...

Lastminute.com goes 'back to roots'

By Loulla-Mae Eleftheriou-Smith, 27 March 12, 10:36

The dotcom brand is launching a press and outdoor campaign this Friday (30 March). It has dropped its 'Stories start here' strapline used in activity last year, simply using its brand name as an endline. Each ad is backed by a price-led offer available on the site, focusing on the brand's hotel ...

Ryanair boss O'Leary hits back at ASA 'idiots'

By Loulla-Mae Eleftheriou-Smith, 29 February 12, 08:22

Ryanair's annual charity calendar, which features images of the airline's female cabin crew in their underwear or swimwear, will be rolled out again in 2013. And when asked by Marketing at a press ... ." O'Leary thanked the Advertising Standards Authority (ASA) for its ruling against two press ads ...

TUI Travel marketing director Jeremy Ellis on keeping clear of troubled rivals

By Loulla-Mae Eleftheriou-Smith, 23 February 12, 12:00

, TUI, which owns the Thomson and First Choice brands, released a national press ad with the line ... , it was crucial that consumers knew the difference for more pressing commercial reasons. Thomas Cook had been ... chief executive, Manny Fontenla-Novoa. Thomas Cook countered TUI's ad attack with its own press ad ...