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