Client: EasyJet Airline Company
Launched in 1995 on a promise of low fares, EasyJet has expanded from a
fleet of two aircraft flying between London, Edinburgh and Glasgow, to
six serving additional destinations such as Nice, Barcelona and
The fleet is due to triple in size to 18 planes within the next two
The EasyJet operation is only able to offer fares as low as half those
of competitors by cutting out the travel agent and selling direct to the
It does this through its own call centre in Luton, where 130 sales
agents handle not only UK bookings, but orders from customers in France,
Spain and the Netherlands.
These customers pay the national toll in their own countries and EasyJet
pays for the calls to be transferred to the UK, where they are handled
by French-, Spanish- and Dutch-speaking operators.
The corporate telephone number, 0990 29 29 29, figures large on the
sides of all its aircraft, as well as in TV and outdoor advertising.
This number now accounts for about a third of all incoming calls.
However, EasyJet also uses other unique numbers in press advertising and
on its Internet site, for the efficient tracking of responses on a daily
Client: BMG Records
In what is an increasingly cluttered boy-band market, BMG Records wanted
to launch its new act 5ive in a way that set it apart from the
competition and bypassed the traditional and arduous route to awareness
by securing sufficient radio airtime.
The solution was to set up an automated line to provide details on all
the band’s public relations activities. The Freefone 0800 tariff was
selected to boost initial interest, and an automated service was put in
place by Broadsystem.
This had two advantages: it minimised operating costs, and incorporated
a pre-recorded greeting from the band members which gave fans a flavour
of the band and its debut release.
The information line took tens of thousands of calls. This resulted in
extensive sampling of the debut single by potential fans, and
contributed significantly to the single’s UK Top 10 chart success. The
database compiled via the information line has been used by BMG to send
fans information about the band’s new releases, in a further sales
Client: Alton Towers
Agency: Telecom Potential Group
An information line devised by Telecom Potential to promote the latest
ride at the Alton Towers theme park and secure advance bookings, taps
into the young male psyche by taunting callers. ’If you decide not to
(try the ride) no-one will consider it a weakness or a lack of nerve.
Honest,’ mocks the recorded voice.
The ride in question is Oblivion, a 200ft, face-first vertical drop.
It is claimed to be the world’s first vertical-drop roller-coaster.
Details were kept secret until a week before the launch of Oblivion in
March. The Nationalcall telephone number and booking service were
launched the same day, with the number appearing in DRTV and press
It was part of the strategy that the information line should be an
experience, as well as a means of booking places. Within hours, all
available times for the first day were booked, and in the few weeks that
followed, up to the time the awards entry was prepared, about 20% of
bookable slots were being reserved on a daily basis.
This article was first published on Marketing