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
Results
Every KPI, in one table.
Absolute points first, with a 95% range. Relative lift sits beside it, never in the headline. The smallest lift this sample can reliably detect is ±10.5 points.
| KPI | Exposed | Control | Lift | 95% range | p | Relative | Read |
|---|---|---|---|---|---|---|---|
| Aided awareness Which of these airlines have you heard of? (Kitejet selected) | 78.0%234/300 | 76.0%228/300 | +2.0 pts | −4.7 to +8.7 | 0.56 | +3% | No measurable change |
| Ad recall Have you seen or heard any advertising for Kitejet in the last four weeks? | 37.7%113/300 | 23.3%70/300 | +14.3 pts | +7.1 to +21.6 | < 0.001 | +61% | Lift confirmed |
| Favourability Overall, how do you feel about Kitejet? (very or fairly favourable) | 38.7%116/300 | 38.3%115/300 | +0.3 pts | −7.5 to +8.1 | 0.93 | +1% | No measurable change |
| ConsiderationPrimary Would you consider Kitejet for your next summer holiday flight? (definitely or probably) | 38.0%114/300 | 33.7%101/300 | +4.3 pts | −3.3 to +12.0 | 0.27 | +13% | No measurable change |
| Booking intent How likely are you to book with Kitejet in the next six months? (very or fairly likely) | 17.3%52/300 | 18.7%56/300 | −1.3 pts | −7.5 to +4.8 | 0.67 | −7% | No measurable change |
| Message: low fares to the sun Which airline has fares to the sun from £29 from your local airport? (Kitejet selected) | 38.0%114/300 | 29.3%88/300 | +8.7 pts | +1.1 to +16.2 | 0.02 | +30% | Lift confirmed |
Pre-registered sub-groups
Consideration by sub-group.
Only these five cuts were registered at Gate 2. Each p-value is Holm-adjusted for the five tests, so a lucky sub-group can't become a headline.
18–34
Age · 121 vs 90 people · Holm p 0.14
+14.4 pts
+2.0 to +26.8
35–54
Age · 105 vs 136 people · Holm p 0.89
+5.4 pts
−7.1 to +17.8
55+
Age · 74 vs 74 people · Holm p 0.89
−8.1 pts
−23.3 to +7.1
Flies short-haul three times a year or more
Segment · 78 vs 89 people · Holm p 0.89
+1.5 pts
−13.3 to +16.4
Everyone else
Segment · 222 vs 211 people · Holm p 0.87
+5.6 pts
−3.3 to +14.6
Shaded: under ±18.2 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
How to read this
What we will and won't claim.
- Headline. The primary KPI on the full sample: consideration +4.3 points, range −3.3 to +12.0.
- Sub-groups. No sub-group shows a lift that survives Holm adjustment. Sub-group swings here are noise until proven otherwise. Each sub-group has fewer people, so its range is wider, and differences between sub-groups are not tested.
- Relative lift. Shown for reference only. A small base makes relative lift look large: a 3-point move on a 10% base reads as +30%.
- Exposure. Exposed means seen in market and confirmed by recognition, the decoy-ad check and media data. Ad recallers alone are never used as proof.
Demo data. Fictional airlines, illustrative results generated for this demo.