Jet2holidays’ TikTok meme boosts awareness in younger generation

The viral TikTok meme featuring Jet2holidays has generated 85 billion global views and boosted the brand’s recognition among younger holidaymakers, according to the company’s boss.

 

The internet trend, featuring the ‘Nothing Beats a Jet2holiday’ slogan with voiceover star Zoe Lister, was dubbed the “song of the summer”, said Jet2.com and Jet2holidays’ chief executive Steve Heapy.

 

“It had 85 billion global views and 11.8 million social posts. We have had people like Mariah Carey and Jeff Goldblum reposting [it],” he said on Wednesday morning (November 9), on a conference call about the group’s record results.

 

“This massively increased response and awareness of Jet2 and Jet2holidays to many people, but more specifically, to the younger demographic.

 

“This is one of our objectives, to make the brand better known amongst the younger demographic, and this has certainly helped and will drive more people to book with Jet2holidays.”

 

Asked about some negative posts about the meme, he added: “We’ve done quite a lot of research into this. When the meme started, we started speaking to some advisors, and their advice was not to interfere, because as soon as a big corporate brand starts to interfere in a meme like that, it’s seen as becoming uncool, and then it stops.

 

“Well over 90% of the things that were posted were very positive to the brand, and that massively outweighed any perhaps negative perception, which was pretty small anyway.

 

“I think, in general, it has been something during the summer that has cheered people up.

 

“The majority of posts were happy, cheerful, funny posts [which] only served to increase the perception of the brand, and that massively outweighed and drowned out any noise from the less popular ones.

 

“We concluded very firmly that, overall, the meme was hugely beneficial for the brand.

 

“Any negative sentiment was massively drowned out by the positive sentiment, so we’ve been very happy with it.

 

“We’re very grateful that the meme continued throughout the summer and has helped to build our brand perception.”