easyJet: Helping easyJet become Europe’s first travel rights holder
Action: Helping easyJet drive ancillary revenue through innovative brand partnerships
Fuse was appointed by easyJet to drive forward its vision of connecting brands with a generation of travelers through long term brand-to-brand partnerships.
Create: Conducting a business-wide asset audit to discover media touchpoints
We conducted a business-wide asset audit and valuation to help identify and commercialise media touchpoints across the easyJet customer journey.
Using easyJet’s first party data and Omnicom Media Group UK’s proprietary data tools, we created a category and brand optimiser that aggregated various data points including brand & audience fit, asset relevance and purchase dynamics to identify relevant categories and priority brands for partnerships.
We provided easyJet with a tiered partnership structure covering categories and brands who are relevant in the mindset of their passengers throughout the customer journey.
Impact: Delivering a partnership with Barclaycard within the first month
We identified easyJet assets across both online and offline channels that can be leveraged by brands, giving them an opportunity to link up with easyJet’s 90 million customers who travel to more than 150 destinations throughout Europe.
We took the new partnership model to market as part of easyJet’s integrated media partnerships team and delivered a partnership with Barclaycard within the first month.