Marketing
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EasyJet Boeing 737-200 sporting the old phone-number livery at London Luton Airport.
EasyJet's early marketing strategy was based on 'making flying as affordable as a pair of jeans' and urged travellers to 'cut out the travel agent'. Its early advertising consisted of little more than the airline's telephone booking number painted in bright orange on the side of its aircraft.[3][10]
The Airline TV series created by LWT and filmed between 1999 and 2007 made EasyJet a household name in the United Kingdom. The series, while not always portraying EasyJet in a positive light, did much to promote the airline during this time.[9]
EasyJet has used a number of slogans since its establishment. Its current slogan is 'Come on, let's fly!', a reflection on the airline's cheeky and cheerful image. EasyJet has previously styled itself as 'the web's favourite airline', a play on the British Airways slogan 'the world's favourite airline'. This was chosen as EasyJet had sold a higher proportion of seats through its website, easyJet.com than any other airline.[citation needed]
EasyJet has expanded rapidly since its establishment in 1995, driven by base openings both in the United Kingdom and continental Europe, and by a number of acquisitions. Its expansion has also been fuelled by a rise in consumer demand for low cost travel.
In March 1998 EasyJet purchased a 40% stake in Swiss charter airline TEA Basle for a consideration of three million Swiss francs. The airline was renamed EasyJet Switzerland and commenced franchise services on 1 April 1999, having relocated its headquarters to Geneva Cointrin International Airport. This was EasyJet's first new base outside the United Kingdom.[10][3]
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Go Fly Boeing 737
On 16 May 2002, EasyJet announced its intention to purchase rival airline, London Stansted based Go for £374 million. EasyJet inherited three new bases from Go, at Bristol International Airport, East Midlands and London Stansted. The...