A “posh holidays without the posh prices” advertising push is being instigated by easyJet Holidays.
The campaign features a fictional luxury travel agency boss, ‘Frederick F Farquhar’, who becomes increasingly frustrated by easyJet holidays offering the same packages for less than he does.
The concept aims to change perceptions of easyJet holidays’ 3 – 5-star package holidays, instead positioning the operator as challengers in the ‘posh’ holiday market.
The radio adverts will for six weeks, with further activity across additional channels including print planned for later this year.
EasyJet holidays general manager, Mandy Round, said: “Our new 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.”