Jet2holidays has launched a new lifestyle brand called Vibe which it says has been designed to tap into “the millennial mindset”.
Vibe’s launch will be supported by an integrated brand campaign, a 76-page brochure and a dedicated educational programme for agents.
The new proposition, said Jet2, will focus on mindset rather than age or demographic, and has been inspired by a new generation of holidaymakers wanting more than a “typical 18-30” holiday.
Although tailored for millennial customers, it will also seek to engage first-time holidaymakers, “bucket listers”, and the over-25 “experience-driven” holiday market.
Vibe was revealed to more than 300 independent agents at Jet2’s VIP conference in Calpe on the Costa Blanca on Tuesday (26 November).
Jet2 has grouped a selection of two- to five-star hotels across nearly 50 resorts into four “vibes”: Iconic; Party; Pure; and Chilled. They each have their own distinct identity to make it easier for customers and agents to find the right trip.
Zoe Towers, Jet2holidays head of product, said Vibe offered customers all the benefits of Jet2’s packages, including transfers, 22kg baggage, flexible durations and £60 deposits, and would help agents more accurately tailor holidays for clients.
“With everything from iconic five-star hotels to two-star hotels in the heart of the action, Vibe by Jet2holidays really does have something for everyone,” said Towers.
“We are doing what no other holiday company does – putting customers and independent travel agents in complete control of every element of their holiday through the launch of this new product, and we are very excited about what it means for younger customers and those with a millennial mindset.”
Jet2’s marketing campaign for vibe will span TV, video on demand services, radio, email, digital and social, with dedicated @Jet2Vibe social channels on Instagram, Snapchat, Facebook and Twitter.
Agents, meanwhile, will benefit from a 76-page brochure and the services of Jet2’s trade team, who will roll out a Vibe programme to help agents understand and sell the brand. This includes sessions on Jet2’s Earn Your Wings training programme, webinars, trade emails, social media support and branded merchandise.
Additional promotional executives will also be on hand to support agents over the winter.
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