Marketing Communications Campaign Plan for Jet2holidays - Report

This report provides a comprehensive analysis of Jet2holidays' marketing communication strategy, focusing on an integrated marketing communications campaign. The report begins with a communication situation analysis, examining competitors, consumers, market trends, product offerings, and current communication efforts. It identifies the target market as young adults and families seeking affordable, high-quality travel experiences. The report outlines specific, measurable, achievable, relevant, and time-bound marketing and communication objectives, including increasing revenue and brand awareness. The proposed integrated marketing communications strategy centers around the #Daretoescape campaign, utilizing social media, television, and traditional media vehicles to promote escapism and attract the target audience. The report highlights the campaign's message and media channels. The conclusion emphasizes Jet2holidays' strong market position and recommends introducing solo traveler packages to broaden their market reach. References are included for further study.

Running head: MARKETING COMMUNICATION
MARKETING COMMUNICATION
Name of the student
Name of the university
Author note

1MARKETING COMMUNICATION
Executive Summary
The report focused on identifying the market situation of the organization, Jet2holiday’s, and
thereby creating a marketing communication strategy for improving awareness among the target
audience and increasing sales revenue. The report initiated with an assessment of the
communication situational analysis where the competitors, customers, market, product and
communicational elements were evaluated. Later the research identified the target population for
the marketing communication strategy and finally generated the strategies based on the
marketing and communication objectives of the venture. The main result of the analysis reflected
that the organization is in a beneficial position through offering minimal prices for high quality
propositions which would enable the same in gaining a competitive vantage point in the markets.

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Table of Contents
Communications Situation Analysis................................................................................................3
Competitor analysis.....................................................................................................................3
Consumer analysis.......................................................................................................................3
Market analysis............................................................................................................................3
Product analysis...........................................................................................................................4
Communications analysis............................................................................................................4
Target Market Profile......................................................................................................................5
Objectives........................................................................................................................................5
Integrated Marketing Communications Strategy.............................................................................6
Conclusions and Recommendations................................................................................................8
References........................................................................................................................................9

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Communications Situation Analysis
Competitor analysis
The competitors of the concerned organization Jet2holiday’s are Thomas Cook, Emirates,
Delta and Air Canada (Jet2holidays.com 2020). The luxurious propositions that are made by the
competing firms have affected the current market holdings of the concerned organization. The
competitors of the organization have also take the initiative of diversifying the packages with the
purpose of adhering to the changing demand of the customers which empowered the overall
operations through increased return on the business functions. The service delivery process is
also improved by the organizations for increasing the experience of the customers. Therefore, the
overall growth aspects of the concerned organization are down casted by the improvements in
the service delivery process of the competitors.
Consumer analysis
The concerned organization targeted millennial with age ranging between 20- 39 years
and families with children under the age of 4 in the year 2019 (Jet2holidays.com 2020). The
organization aimed at providing their services in a cheaper price but with improved quality with
the purpose of improving the experience of the customers. Mostly, the target audience of the
concerned organization are the young adults with a minimal educational qualification of post-
graduation and not with massive amount of disposable income. The mostly demanded
propositions of the organization are the lower priced yet highly rewarded services which enabled
the venture in attracting the attention of the potential customers.
Market analysis
The tourism and airline markets are facing a growth opportunity which is estimated at the
compound annual growth rate of 4.6% between the years 2019 and 2038 (Finne and Grönroos

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2017). The annual growth of the passengers availing the flight services and their relative
inclination towards tourism activities have improved the market scope for growth and expansion
in the airline industry. However, it might be noted that the involvement of large number of firms
in the industry has increased the market competition. Therefore, the different modification in the
service and product delivery processes are made by the organizations on the basis of identifying
the changing demand and preferences of the customers.
Product analysis
The concerned organization offers ABTA and ATOL-protected package holidays which
provides a range of amenities to the customers from accommodation, transfers, baggage and
return (Jet2holidays.com 2020). The wider range of propositions that are offered by the
organization in a cheaper price enabled the same in drawing the attention of the target audience.
The organization partnered with around 1000 travel agents for improving their overall bookings.
The organization aimed at proposing aesthetic value through improved quality propositions
(Jet2holidays.com 2020).
Communications analysis
The organization has made use of a variety of media vehicles for improving their
communicational abilities. The different online campaigns that were used by the organization
enabled the same in gaining the attention of the target audience while operating as per the
common goals of the venture. The organization also partnered with different tourist agents with
the purpose of making the customers aware of the amenities that are provide by the same. The
utilization of different social media platforms like Facebook, Instagram and YouTube while
sharing the reviews of the customers in their website enabled the venture in empowering the
brand image.

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Target Market Profile
The target market of the concerned organization is specifically the age group of 18- 28
years and having a lower disposable income. The organization will be targeting the customers
from UK and European regions. The target market for the campaign is being selected on the
basis of the choice and preference of the services that are reflected by the same. The educational
background of the target audience is considered to be post- graduation for the campaign that is
being planned by the organization. In this connection, it has been observed that the target market
of the concerned organization is specifically the customers who belongs to middle income or
lower- middle income groups with less disposable income. The preferences of the customers are
specifically reliant on the lower priced high quality offerings.
Therefore, the selection of the target group of audience aligns with the propositions that are
made by the business while operating in the global markets. The key aspects of change in the
organizational operations are based on the effective selection of the target audience and the
manner in which the same correlates with the service propositions (Shen et al. 2016). Therefore,
the delineation of the target customers play an important role in identifying the objectives of the
campaign and the manner in which the same might be conducted by the concerned organization
for improving the scope of its marketing activities.
Objectives
Specific Measurable Achievable Relevant Time bound
Marketing
objective
Increasing
the revenue
of the group
holidays
To increase
the sales of
group
holidays
The
organization
providing
cheap priced
The growth
in the sales
revenue of
the
To
experience
the increase
in the sales

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among 18-
30 year olds
package by
30%
and high
quality
services will
support in
achieving the
objective
organization
would
support in
increasing
market
holdings
revenue by
March 2021
Communicatio
n objective
To increase
awareness
on the group
holiday
packages
among 18-
30 year olds
To increase
awareness
among the
target
customers by
15%
The
extensive use
of social
media and
digital media
channels
would
support the
organization
in achieving
the objective
The
improved
awareness
among the
target
audience
would allow
the
organization
in increasing
the sales
To improve
awareness
among the
customer by
the end of
2020
Integrated Marketing Communications Strategy
The campaign that is being planned by the concerned organization focused on promoting
escapism through the message #Daretoescape. The idea of the message is to attract the attention
of the customers with cheaper priced propositions and higher quality while enabling the busy
generation to escape from their regular- mechanical lifestyle. The corporation would be making

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use of the linear model of communication with the objective of improving the promotional and
idea transmission aspects. The business will be integrating traditional and non-traditional media
vehicles with the objective of improving their reach like social media channels, Television and
newspaper advertisements.
Moreover, a 15 second video will be created by the organization by using Scarlett
Johansson as the model for conveying their message and the propositions that are being made by
the same. The video will be streamed in different social media platforms with the purpose of
drawing the attention of the target audience. It has been noticed that most of the target audience
of the organization are active social media users. Therefore, streaming the video in different
social media vehicles would allow the organization in widening the scope of the marketing
activities and increasing the sales revenue. The 15 second video, featuring Scarlett Johansson,
will act as a stimulator among the target audience of the company as Scarlett would be casted as
a busy individual wanting a break from her mechanical schedules. The second scene in the video
would portray Scarlett to be looking out for holiday packages online and suddenly the scene will
change to a beautiful holiday destination. The overall script design that is being planned by the
organisation would act as an influencer for the target audience while drawing their attention to
the proposition that are being made by the business (Valos et al. 2016). The theme of escapism
would be widely expressed through the advertisement video which would again support the
organization in influencing the buying behaviour of the target audience.
The organization would also use the social media platforms for posting images on their
latest offers and discounts on every tour packages. It would allow the concerned organization in
improving the reach while attracting the attention of their target customers towards their
offerings. The billboards and posters in the busy streets are some of the traditional means that

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will be adopted by the organization with the purpose of widening their scope of marketing
communication while making maximum number of target audience aware of their distinguished
propositions. Therefore, the overall marketing communication strategy, through integration of
traditional and modernized media vehicles, would allow the business in achieving the common
goal of improving awareness among the target audience and increasing sales revenue.
Conclusions and Recommendations
Therefore, from the above analysis it might be stated that the concerned organization,
Jet2Holidays, holds a strong position while offering lower priced and improved quality
propositions. The integrated marketing communication strategies that are planned by the
organization would not only support in improving the sale revenue but also assist in improving
awareness among wider range of customers. However, the organization might face significant
issues due to the homogeneity of the service propositions, being made for group travellers. The
competing organizations might gain a vantage point by developing propositions for the solo
travellers which might affect the market position of the concerned organization. Therefore, it is
recommended that the concerned organi8zation might take the initiative of introducing packages
for the solo travellers with the purpose of widening the scope of marketing and thereby gaining a
competitive edge in the markets.

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References
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Jet2holidays.com., 2020. Jet2holidays. [online] www.jet2holidays.com. Available at:
https://www.jet2holidays.com/ [Accessed 6 Mar. 2020].
Shen, G.C.C., Chiou, J.S., Hsiao, C.H., Wang, C.H. and Li, H.N., 2016. Effective marketing
communication via social networking site: The moderating role of the social tie. Journal of
Business Research, 69(6), pp.2265-2270.
Valos, M.J., Habibi, F.H., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploring the
integration of social media within integrated marketing communication frameworks. Marketing
Intelligence & Planning.