It’s unlikely that anyone on the Jet2holidays marketing team got to actually take a Jet2holiday this year. Jess Glynne’s ‘Hold My Hand’ and the refreshed 2024 VO went mega-viral as TikTokers stitched “Nothing beats a Jet2holiday” over nightmare holiday moments.
But what does this teach us as marketeers? From our perspective, it’s an absolute masterclass in standing by a single, ownable asset come rain or shine.
Jet2 launched their holidays arm in 2007. ‘Hold My Hand’ was added to their advertising in 2015 to land joy, reliability and hassle-free holiday vibes. The brand has been relentlessly consistent ever since, right down to lines like “package holidays you can trust.” Simply read the words, and you can actually hear them being said.
Music isn’t just ‘decoration’, it’s a growth lever. TV ads that use music prominently are ~20–30% more effective according to ‘How Not To Plan’ from the APG. “Musical ads” are 28% more likely to deliver very large business effects, because music is an “access-all-areas pass” to System 1, boosting attention, emotion and recall. One bar in and your brain does the rest. Sound becomes logo.
Consistency then does the heavy lifting. Instead of chasing constant “disruption”, it’s a reminder in how campaigns wear-in rather than wear out. And the effect of consistency extends beyond music. Lloyds Bank proved it when they revived the Black Horse, which turbo-charged attribution, recall and efficiency.
Jet2’s commitment to one track builds the same kind of memory structure, cutting re-education costs each season, making every media pound travel further.
Key Takeaway: pick a distinctive asset you can truly own, or like Jet2holidays, find a new one, secure it, and protect it for the long haul.
By Media Bounty’s Strategy Director, Alex Whitehill
