Challenges and Objectives

Jet2 had become the UK’s biggest tour operator on the back of exceptional service and advertising that became a cultural phenomenon. But a summer generating 85 billion organic social impressions delivered limited incremental growth: awareness alone had stopped moving the needle. With travel brands crowding the same January booking

window, Jet2 needed to reach holidaymakers earlier and prove the uniqueness of its holidays through an authentic proposition.

Idea & Implementation

While traditional travel ads focus solely on the destination, we recognized that what truly sells a holiday is the people you share it with and the peace of mind that comes with reliable service. With shared travel rising fast—notably holidays taken with colleagues, which have grown 22% in three years—our brief shifted: stop filming just the location and start filming the relationships and the effortless service that makes a holiday work. Our big idea was to make Jet2 the entertainment, not just an ad wrapped around it. We brought together "tribes" of co-stars from the nation’s favorite shows to holiday together in Jet2holidays destinations, competing to plan the perfect day while weaving the real Jet2 experience—from check-in to check-out—directly into the story.

Targeting Strategy

Format & Production: Co-produced by ITV’s BE Studio and SouthShore, The Great Escapers was developed as a fully-fledged primetime entertainment format, rather than a traditional travelogue.

• Talent & Locations: Featured 12 stars with proven chemistry—including Oti Mabuse, Maureen Lipman, Kelly Brook, and Mark Labbett—traveling across the Algarve, Malta, Rhodes, and the Costa Brava.

• Innovative Integration (Gio): Introduced 'Gio,' a real Jet2 employee, as a genuine character in the show. This marked an ITV first, demonstrating the brand's service promise through authentic employee interaction rather than traditional logo placement.

• Deep Editorial Presence: Delivered 11 minutes of in-show integration across four episodes, featuring weekly airport sequences that showcased the real Jet2 service experience.

• 360-Degree Campaign: Executed a comprehensive promotional strategy:

  • Viewer Engagement: Weekly opportunities for viewers to win Jet2holidays trips to the featured destinations.

  • Media Support: Backed by £1m in commercial airtime and supported by social campaigns and ITV daytime talent appearances.

  • Data & PR: Built a valuable first-party data pool while securing national PR coverage in The Sun, Radio Times, The Mirror, and Weekend Magazine.

Client Quote

“The inclusion of Gio in The Great Escapers was a transformative moment for our

internal teams. It inspired pride and unity, celebrating our people and reinforcing that every team member plays a role in delivering unforgettable holiday experiences.”

Steve Adamson, General Manager of Customer Experience and Insights, Jet2