How We Landed Our Client On Jet2's Official Website
Overview
We created a data-led PR campaign that positioned our client at the centre of a widely discussed topic in travel – customer experience.
The result was high-quality media coverage across national and international publications, including a feature on Jet2’s official website.
The Idea
We developed a study analysing which airlines have the friendliest cabin crew, using thousands of Tripadvisor reviews.
The campaign tapped into a universal travel experience – how passengers are treated on board – and turned it into a ranking backed by data.
By focusing on real customer feedback, recognisable airline brands that rank among the UK’s top 20 busiest transport movements by the Civil Aviation Authority, and a clear methodology, we sculpted a story that was easy to understand and quick for journalists to pick up.
We Also Landed Coverage In
The Execution
We analysed review data across the UK’s most-used airlines by identifying key phrases related to cabin crew friendliness, such as “friendly,” “helpful,” and “polite.”
From this, we built a ranked list based on positive mentions per 1,000 reviews, ensuring the findings were balanced and credible.
The data revealed that Jet2 ranked number one for cabin crew friendliness, with an exceptionally high percentage of positive feedback.
We then packaged the findings into a press-ready story, supported it with commentary, and distributed it to relevant media contacts across travel, news, and lifestyle publications.
The Results
The campaign achieved coverage across 11 publications, spanning national news, regional press, and international travel media.
This included placements on major platforms such as Yahoo News, alongside a standout backlink in the Daily Mail and additional coverage across industry and regional titles.
Most notably, the story was featured directly on Jet2’s official website, positioning our client on a high-authority brand platform closely aligned with the campaign.
Across all placements, the campaign achieved an average domain rating (DR) of 66, reflecting the strength and quality of the coverage secured.
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