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Jet2 : From one plane to the UK's No1

Client: Jet2Category: TravelLocation: Global

Grabbing UK holidaymakers’ attention by holding their hand

Twenty years ago, Jet2.com was a small, low‑cost airline with a single aircraft. Since then, a long‑standing partnership with IMA has helped the carrier become Trip Advisor’s number‑one airline in the UK and expand its fleet to 100 aircraft while growing sister brand JetHolidays into the nation’s second‑largest tour operator.

IMA acts as Jet2’s lead agency and brand guardian, managing every aspect of their marketing strategy from brand‑building to destination and hub activation.

The collaborative “Hold my Hand” campaign launched in 2016 captured the hearts of holidaymakers across multiple channels and has built instantly recognisable brand equity.

The relationship has evolved from press‑first strategies to a digital‑first, paid‑platform approach.

Year‑on‑year growth has come from benchmark‑setting, multi‑channel, digital‑first media experiences across five always‑on brand and business units.

IMA manages quarterly “always‑on” campaigns encompassing TV/VOD, radio, OOH/DOOH, YouTube, social and digital display outputs across Jet2Holidays and its sub‑brands.

POV shot handing an ice cream cone to a smiling woman and child on a sunny boat harbour dock.

Insights

  • 16.3M Customers in 2023
  • £4.4B In revenue (from £228M in 2004) in 2023
  • 50% of People Recognise our advertising from 2.5s of audio
  • 28% Growth On average per year over
Smiling mother and daughter playing with a yellow inflatable ring in a pool outside a sunny holiday villa.

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