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easyJet.com
easyInternetcafe.com
easyCar.com
easyValue.com
easyMoney.com
easyCinema.com
easyBus.co.uk
easyHotel.com
easy4men.com
easyJobs.com
easyPizza.com
easyMusic.com
easyCruise.com
easyMobile.com
p30/38
last revised: July 2010
PR
Marketing is considered as core
competence at the easyGroup
and within the marketing mix
public relations has always been
used extensively by easyGroup
companies. Advertising can be
very useful but it is relatively
expensive. PR can be just as
effective and it’s free!
easyGroup companies are not secretive, their business
plans are easy to understand and they are consumer-facing.
This makes the use of public relations – communicating
with consumers at large, usually through the media – very
attractive. In addition, easyGroup companies have never run
away from fights with larger companies. If a larger company
wants to compete with you it can only be because they think
you have something to offer, so it’s worth publicising that
fact. Consumers, and therefore the media, are generally very
interested in hearing about how and why they are paying for
goods and services.
As a leading brand easyGroup companies now enjoy wide
coverage in the media and consequently wide awareness
among the public at large. Stelios himself is an excellent
ambassador for the brand and finds time in his busy schedule
to meet and be interviewed by the media. The result is frequent
exposure in the media for easyGroup companies.
easyGroup public relations is frequent and loud, open,
quick to react, cheeky, fun and takes its job rather than itself
seriously. Don’t ignore a journalist, there’s nothing wrong with
admitting “I don't know, can I find out?”
section 3 examples section 2 our visual identity section 1 about us
p31/38
last revised: July 2010
PR case studies
When British Airways tried to muscle in on
the low cost airline sector Stelios was on
board the inaugural flight of their low cost
airline wearing an orange boiler suit. This
stunt gained international media coverage,
“Well worth the price of a boiler suit!” as
Stelios himself remarked afterwards.
When the chief executive of Barclays Bank, which owns
Barclaycard, mistakenly remarked that credit cards were
expensive, he was offered an easyMoney credit card with
£100,000 cash spending money already on it provided
he promised to cut up his Barclaycard and sent it to the
easyGroup. Although he declined the kind offer, the media
loved the story and gave easyMoney wide publicity.
Building such a high profile and open brand has
helped to snowball the easyGroup relationship with
the public and the media. When ITV wanted to make
a TV series in 1998 about running an airline they
approached easyJet as an open-minded airline. The result has been one
of the longest running ‘docusoaps’ of all time. The ‘Airline’ series has been
running on primetime network television for seven years and is now in its ninth
series. It’s ‘warts and all’ television but invaluable PR for a company that is
growing fast and which sells direct to the public.
Sky Television has followed this mould and has made a TV series about
easyCruise – ‘Cruising the Stelios way!’. Once again it’s an honest look at
life aboard easyCruiseOne from both passengers and staff points of view, but
it’s also weekly exposure on European-wide television and
building a brand and a reputation that would otherwise
cost millions in advertising.
section 3 examples section 2 our visual identity section 1 about us
p32/38
last revised: July 2010
consumer
communication
business advertising
The most effective easy
communication has been where the
product or service position has been
brought alive through an identifiable
image or photograph.
This can be done with either humour
or aspiration.
These historical examples show
these principles in action.
section 3 examples section 2 our visual identity section 1 about us
historical examples
p33/38
last revised: July 2010
how to
use Stelios
Stelios is a powerful asset in the
brand’s portfolio.
His levels of consumer recognition
attract favourable attention to the
businesses.
To avoid overuse the ‘From Stelios’
and easy.com should be restricted
to launch communication to clearly
identify the origin of these new
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