Summer Sun Sale.
Did the Summer Sun Sale campaign lift consideration of Kitejet for a summer holiday flight?
- Audience
- UK adults 18 to 64 who have taken a short-haul leisure flight in the last two years
- Fieldwork
- 26 May to 14 Jun 2026
- Sample
- 300 per cell · detects ±10.5 pts
- Primary KPI
- Consideration, fixed at Gate 2
- DraftGate 1
- ApprovedGate 2
- Fielding
- Closed
- AnalysedGate 3
- Signed off
- Released
Page one · four questions answered
Every number links to the Evidence File01Did it work?
No measurable change
Consideration, the pre-registered KPI. 95% range −3.3 to +12.0.
02How sure are we?
600 verified people
Built to detect a 10.5-point lift. False recall on the decoy ad: 4.3%.
03Why not?
Recall rose, minds didn't move
Ad recall +14.3 points, but consideration only moved at 3+ exposures (+13.4 points).
04What next?
Plan for frequency, not reach
Lift only showed at 3+ exposures. Concentrate weight in fewer regions; cut Radio and streaming audio.
Results
Every KPI, full sample.
Absolute lift in points with a 95% range. A range that crosses zero is reported as no measurable change, whatever the point estimate.
Aided awareness
78% exposed vs 76% control
+2.0 pts
−4.7 to +8.7
Ad recall
38% exposed vs 23% control
+14.3 pts
+7.1 to +21.6
Favourability
39% exposed vs 38% control
+0.3 pts
−7.5 to +8.1
Consideration
Primary KPI38% exposed vs 34% control
+4.3 pts
−3.3 to +12.0
Booking intent
17% exposed vs 19% control
−1.3 pts
−7.5 to +4.8
Message: low fares to the sun
38% exposed vs 29% control
+8.7 pts
+1.1 to +16.2
Shaded: under ±10.5 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
Recommendations
What to do next.
Written by the Reporting agent from the computed tables, then checked and signed by a researcher.
- 1Don't claim a consideration lift. The full-sample result is +4.3 points with a 95% range of −3.3 to +12.0, which includes zero. The campaign did lift ad recall (+14.3 points) and the core message (+8.7 points).
- 2Plan for three or more exposures. Lift was +13.4 points at 3+ against +1.5 at one, and 43% of exposed people saw the campaign only once. Fewer regions at higher weight would get more people to 3+.
- 3Move weight from Radio and streaming audio (−0.9 points on £55,000) towards Meta and Instagram video (+6.5 points). Placement reads are directional: each rests on a smaller slice of the exposed group.
- 4Retire “Pack light” (+0.8 points). “£29 to the sun” did most of the work (+6.8 points).
- 5Don't quote a cost per person lifted for consideration. With a range that includes zero it can't be bounded; the central estimate of £1.05 is not reliable on its own.
Context brief
What the market looked like.
Built by the Intelligence agent before fieldwork, so the survey asked about the right competitors and messages.
- Competitor ads. In May, Meta Ad Library showed Sunhop 88, Orbita Air 40, Volara 22 active ads, against 64 for Kitejet.
- Share of search. Kitejet held 22.4% of branded category searches in May, the first tracker wave.
- AI answer visibility. Mentioned in 34% of ChatGPT, 29% of Gemini, 38% of Perplexity, 24% of Copilot answers to 40 category prompts (SpinProof AI answer audit).
Media
What ran.
- Spend
- £310,000
- Target reach
- 6,800,000
- Impressions
- 41.0m
Meta and Instagram video, roadside 48-sheets, radio and streaming audio, airport digital screens.
Campaign 12 May 2026 to 8 Jun 2026. Exposure is confirmed by recognition, a decoy ad and media data, not assumed from where people were surveyed.
Persons lifted, frequency and placementsDemo data. Fictional airlines, illustrative results generated for this demo.