This report provides an analysis of Jet2holidays' integrated marketing communications (IMC) campaign. It begins with a communications situation analysis, examining the company's competitors, consumer behavior (targeting millennials and families), and market trends within the tourism and airline industries. The report outlines the product analysis, focusing on Jet2holidays' package offerings and partnerships with travel agents. It also details the communications analysis, including the use of various media platforms. The report then defines the target market profile and sets specific marketing and communication objectives, such as increasing group holiday revenue. An IMC strategy is proposed, emphasizing escapism through a campaign featuring a 15-second video with Scarlett Johansson and the use of social media and traditional advertising. The report concludes with recommendations, suggesting the introduction of solo traveler packages to broaden the marketing scope. This report is a comprehensive analysis of Jet2holidays' marketing approach and strategy.
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