easyJet: Lord Leverhulme's Dilemma - how easyJet got the other half to work - IPA Effectiveness Awards Case Study 2000

Brief Description: 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 ;---(TAGS)--- Full Title: Lord Leverhulme's dilemma - how Easyjet got the other half to work ; Number: 2000/29 ; Brand Name: easyJet ; Client: Easyjet ; IPA_ProductCoding: Travel & Transport (Airlines) ; Agency: i-level ; Author: Andrew Walmsley, Charlie Dobres ;