easyJet steps up marketing strategy

easyJet CEO Carolyn McCall stated the airline is considering co-branding links with mobile phone service providers in a bid to step up marketing as part of a new sales growth strategy (Dow Jones Newswires, 28-Mar-2011). The airline has announced a marketing partnership with VisitBritain, which will see both parties invest a total of GBP18 million to market the UK as a tourist destination. Half the investment will be provided by the government with the balance to come from easyJet in the form of cash and promotional services. Ms McCall stated easyJet wouldn't add extra capacity for the 2012 Olympics, but said it would benefit from improved yields as demand pushes up fares. easyJet's contribution to the campaign will focus mainly on France, Germany, Italy, Spain and Switzerland. easyJet is "open to talk to anyone" regarding similar partnerships, according to the CEO, but she added it would limit the number of similar ventures as it doesn't want to dilute its own brand.