Jet2’s slogan “Nothing beats a Jet2 holiday” which first launched in December 2022 was originally intended to make you think of carefree sunshine and idyllic escapes. But this summer, something unexpected happened. The advert’s catchphrase exploded on TikTok and Instagram – not as an invitation to paradise, but as the soundtrack to holiday mishaps; footage of suitcase chaos, drenched sun-loungers, camel spooks and even insect invasions. In doing so, it transformed from mere brand advert into meme anthem, sweeping across over 1.3 million videos under the hashtag #nothingbeatsajet2holiday and amassing 25,500+ posts.

Embracing the chaos

While this could have been seen as a PR headache, instead of distancing itself, Jet2 leaned into the joke. The airline reposted user clips, launched a TikTok challenge offering a £1,000 holiday voucher, and even encouraged people to share their disastrously relatable travel moments. Voice-over artist Zoë Lister and pop star Jess Glynne, from the original ad, have since participated in the fun by appearing for live performances, prolonging the trend’s momentum.

Brand strategists have praised this pivot. Instead of attempting to gloss over the potentially negative new online trend, Jet2 has embraced the turbulent, user-generated nature of today’s social platforms, a move that resonates more genuinely with TikTok audiences. This isn’t just smart marketing, it’s a great example of listening to its audience and responding in real time.

Riding the wave amid strong financial performance

This social media buzz comes at a time when Jet2 is riding a powerful wave of commercial success. For the year ended 31 March 2025, the group reported a remarkable 15% increase in revenue to £7.17 billion and a 12% rise in profit before tax to £593 million. Passenger numbers surged to 19.77 million, fuelled by lastminute bookings and price conscious travellers.

Jet2 is also expanding its footprint in the UK, adding two new bases at Bournemouth and London Luton. This means 85% of the UK population is now within a 90‑minute drive of a Jet2 departure point. A generous £250 million share buy‑back and 13% dividend rise reflect the company’s confidence in future sustained profitability.

A strategic edge in a competitive landscape

Jet2’s success underscores a smart dual strategy: combining operational strength with fast-paced, culturally attuned marketing. This summer’s meme moment – born from irony and embraced with humour, reinforces Jet2’s brand resonance. During a time where perfect images often ring false, brands that allow authenticity, even if imperfect, stand out. Within weeks, the viral audio lent Jet2 exposure far beyond traditional advertising budgets, boosting brand awareness with minimal spend.

What can we learn from this?

Jet2’s success here offers several takeaways for brand strategists and marketeers:

1. Campaigns can take on lives of their own – and that’s not always a problem.
2. Real-time engagement is increasingly crucial in a media landscape shaped by user-generated content.
3. Success often lies at the intersection of supply (strong service) and cultural fluency (knowing when to join in with social media moments).

In essence, the “Nothing beats a Jet2 holiday” popularity is as insightful as it is entertaining. Brands that strive for cultural resonance, beyond mere visibility, must be able to move quickly when cultural winds shift. And when a marketing slogan unexpectedly becomes a meme, the wisest move is often to embrace the moment, join the conversation, and let the unpredictability play out.

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