You know the Jet2 holiday meme? That one with Jess Glynne singing "Darling hold my hand..." and the voiceover about getting £50 off per person?
It's still going strong worldwide! That's despite the jingle being usually played over negative images of holidays gone wrong.
Here's an example that being picked up as a meme can actually work wonders, despite everything.
No surprise but my sister's children love social media. While I was in Australia recently visiting them, they kept playing their favourite social media clips to me, with the Jet2 meme featuring heavily. That prompted me to remind them that in 2018, when they were in Europe on holiday, they went on a Jet2 flight from Leeds to Amsterdam – so that counts as a Jet2 holiday.
My plane-crazy nephew thought they had been on a Ryanair flight. No, I assured him that it was Jet2. I should know – I booked the flight for them.
Regardless, the children were so thrilled that they'd done a "Jet2 holiday" that they told all their friends at school about this. Now get this – all their friends are beyond envious! They wish they've been on a Jet2 holiday like them. My sister's kids are now the cool ones, and all thanks to the notoriety of the meme.
I can feel the Brits wondering "why would anyone be envious flying Jet2", which essentially is your typical low-cost carrier?
Well, those Aussie kids don't know that. It's all about perception.
Take for instance... Bali.
What images does the Indonesian island conjure up for you? Is it of a faraway exotic tropical paradise of unexplored beaches and with a rich ancient culture?
That's definitely not what most Aussies (or Kiwis) think of the place. Many of them see Bali as a cheap, crowded holiday getaway full of the drunken worst of their own kind. Consider it the Antipodean version of Spain's Costa del Sol for Europeans.
This shows how every market has its own take on things. What might elicit a positive image in one place can have a negative one in another. But which ones?
That's where your localisers and cultural experts come in to guide you. They will make sure that your brand has the right specifics that speaks positively to that particular market, like I do for the Australian market. If you want to be sure that your copy and text presents your brand in a positive light to your lucrative Australian audience, then let's talk and get greater sales. All it takes is emailing me at info@nicknasev.com to get it all started.
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