ANALYSIS: COMPANY CV

Address - easyJet the airline is based in a bright orange building at Luton Airport. Parent company easyGroup is based in more salubrious premises in Camden Town.

Address - easyJet the airline is based in a bright orange building

at Luton Airport. Parent company easyGroup is based in more salubrious

premises in Camden Town.





Date of birth - Stelios Haji-Ioannou, son of a Greek shipping tycoon,

launched easyJet in 1995.





Nationality - British, with Greek roots.





Background - Haji-Ioannou has a reputation for enjoying a scrap with the

big guns, taking British Airways to court over the launch of its rival

budget carrier, Go. He’s also having a pop at both Swissair and KLM.



Haji-Ioannou likes to think of himself as the next Richard Branson, and

has emulated the Virgin king by expanding his empire into a host of new

sectors. First it was the chain of easyEverything internet cafes, and

then the budget car rental business easyRentacar. The next venture is

easyMoney, providing financial services.





Key brands and brand managers



- easyGroup - James Rothnie, director, corporate affairs;



- easyJet - Alastair Buckle, marketing manager;



- easyEverything - James Hamilton, advertising manager





Marketing director



Stelios Haji-Ioannou





Contact numbers



- easyJet 01582-443330



- easyEverything 020-7436 1206





Media agency and account manager - Matters Media has held the account

since the airline first went into business. It takes a special agency to

work with the easy boys, as they design their own ads, usually in the

back of a cab. They can think up an ad and get it into a paper in

two-and-a-half hours.



The poor soul who has to put up with this is account manager Melanie

Hardie.





Annual media spend - This year easyGroup will spend about pounds 14

million. This includes a pounds 9 million European launch drive for

easyEverything. The airline spends pounds 5 million a year.





Media used - Each of the regional marketing managers for easyJet uses a

mix of 50 per cent press, 30 per cent outdoor and 10 per cent internet

advertising. Press ads appear in the broadsheets and the Daily Mail.

Outdoor campaigns use six- and 48-sheets in city locations.





easyJet ... the budget airline now flies to 28 European destinations,

operates 18 Boeing 737s and has challenged British Airways, Swissair and

KLM



Topics