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POV shot of a child leading someone toward a red rental car and stone villa while family members unload luggage.

From one plane to the nation’s favourite

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 holding hands with a smiling woman in a red dress by a pool at sunset, with a man dancing in the background.POV shot handing an ice cream cone to a smiling woman and child on a sunny boat harbour dock.Split-screen ad featuring happy travelers and text offering £600 savings per family on Jet2Villas holidays.Smiling mother and daughter playing with a yellow inflatable ring in a pool outside a sunny holiday villa.Vertical split image of a man jumping and a girl smiling in a pool with text "Nothing beats a Jet2Villas holiday".

Insights

  • 16.3 MILLION Customers in 2023
  • £4.4 BILLION In revenue (from £228 million in 2004) in 2023
  • 50% OF PEOPLE Recognise our advertising from 2.5 seconds of audio
  • 28% GROWTH On average per year over
POV shot of a child leading someone toward a red rental car and stone villa while family members unload luggage.

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