Travel company Jet2holidays almost doubled its Ad Awareness in the United Kingdom, registering an 11.4-point rise in March.
Jet2holidays has built a highly-recognisable identity around its TV commercials. Since 2015, it has followed a templated approach of combining stunning visuals of tourist destinations with singer/songwriter Jess Glynne’s catchy track Hold My Hand (which became a UK No.1 hit in 2015).
With coronavirus-related travel restrictions loosening up and UK consumers becoming increasingly confident in the wake of the phased rollout of vaccinations, Jet2holidays has achieved its highest Ad Awareness peak since the coronavirus pandemic was declared last year.
Ad Awareness scores for Jet2holidays had only previously reached these levels in the days before coronavirus was declared a pandemic - but scores understandably plummeted sharply thereafter as strict travel restrictions were imposed in several parts of the world and brands scaled back campaigns. According to YouGov BrandIndex, the brand did see peaks in August and in January without reaching pre-pandemic levels.
(Jet2holidays did not top the Ad Awareness change in score measure in March but finished third behind Red Nose Day and Comic Relief, which are both CharityIndex brands. But because we wrote about them last month, we chose to focus on third-placed Jet2holidays for March.)
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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following travel or leisure services have you seen an advertisement for in the past two weeks?” and delivered as a percentage. Scores are based on an average daily sample size of [average of daily volume] UK adults between 30th December 2020 and 29th March 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.