Easyjet holidays has launched a new radio marketing campaign pushing ‘quality and value’ travel.
Launching with the strapline ‘Posh holidays without the posh prices’, the campaign aims to change perceptions of easyJet holidays and position the company as a challenger in the ‘posh’ holiday market.
The campaign introduces a new character, ‘Frederick F Farquhar’, the owner of a luxury holiday company, who becomes increasingly frustrated by easyJet offering the same packages for less than his company.
Easyjet holidays general manager Mandy Round said: "Our new easyJet holidays campaign is designed to promote the holidays we offer using the fictional Farquhar travel agent’s character in a fun way to show that we offer good value for money without compromising on the quality of our specially selected accommodation.
"We think that this campaign relays where our brand is moving towards and does so in a slightly cheeky and fun way!"
City-specific ads will run across radio for the next six weeks, with further activation across additional channels, including print, planned for later this year.
