EasyJet have made some bold claims in its latest advertising campaign. The print and internet advert alleges that travellers can accrue “huge savings” on their next holiday, by booking with easyJet instead of Thomson or Thomas Cook.
The advert features the words, “save up to £436 per person”, superimposed onto the image of a seashell. The strap line, “why shell out more?” adds an amusing, if unbearably clichéd, element to the piece.
EasyJet says that, for a seven-night stay in Egypt, Majorca, Lanzarote, Costa del Sol, and Cyprus, it can offer a discount of at least £94, when compared to its two rivals. The example holidays depart between August and October, and offer a variety of different accommodation. A second advertisement, minus the witty tagline, and featuring holidays in Madeira, Tenerife, Egypt, Malta, and the Algarve, has also been released by easyJet.
The holiday firm claims that it can offer flexible payment options, low deposits, and a choice of 100,000 hotels.
In response to finding its name in the tabloids, Thomson Holidays launched an advertising campaign of its own on June 24. The advert claims that 75% of its holidays are ‘exclusive’, and almost all of the rooms sold with its packages are in hotels rated ‘good’ or ‘excellent’. The campaign was featured in daily newspaper, Metro.
Jeremy Ellis, chief at the company behind Thomson, TUI, intimated that buying from easyJet would be a “compromise”. "We believe wholeheartedly that our holidays are the best you can get, both in experience and true value, and we don’t believe they are comparable with anyone else’s.”
Thomas Cook, alleged to be the most expensive company on the example routes to Madeira, Egypt, and seven others, has not responded to easyJet’s advertisement.