We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
easyJet: Lord Leverhulme's Dilemma - how easyJet got the other half to work
easyJet: Lord Leverhulme's Dilemma - how easyJet got the other half to work
easyJet: Lord Leverhulme's Dilemma - how easyJet got the other half to work
The online sales operation of the budget airline Easyjet, was launched in 1998. The objective was to build 30% of all sales by the end of 1999. The media budget was £100,000, the campaign lasted 6 weeks. Nineteen sites were selected: general content sites (e.g. Yahoo), destination-related sites and travel-related sites. By the end of the campaign clickthroughs were more than double the average. Online sales proved to be 252% better margin than offline sales