Jet2 – Villas

Ayesha Medagama 2 mins

Image result for jet2holidays logo

Brief

Jet2holidays had recently started to offer villas as an accommodation choice to its customers. The marketing team challenged Red C to promote this new offering to customers who’d typically choose a package holiday.

Approach

We decided that this mailing would need to adopt more of an editorial approach. This was more about selling the luxurious experience of a villa holiday, as opposed to the great value, low price of a typical package deal.

We also recognised that people go on a villa holiday for different reasons. So, we included articles on family getaways, romantic retreats and luxe lifestyle as well as introducing the various types of villas on offers.

Villas DM - Jan 19 - Luxe Life

The mailing proved so successful that Red C was soon being commissioned to write a follow-up mailing, this time with a greater focus on the destinations – Majorca, Lefkas, Lanzarote and so on. We also included examples of truly exceptional villas to encourage those customers looking to splash out on an extra special break.

Villas DM – Aug 19 - Lefkas

Results

The villa mailings proved such a hit in terms of leads and sales that they have gone from one-off test to a twice-yearly communication.

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