🌴 Sun, Sea & Soundbites: How Jet2 Nails Brand Message Recall (and What You Can Learn)

Something a little lighter this week, to suit the summer mood!

Whether you’re poolside in Portugal or queuing at Pret, there’s one sound you can’t escape this summer: Jet2’s commercial jingle. That distinctive “Hold My Hand” by Jess Glynne has become the unofficial soundtrack to British getaways since before we could spell PCR.

And here’s what’s special about it: you remember it.

Maybe you even hum it.

You’ve probably chuckled at its use on Instagram Reels.

Jet2 has cracked the code on brand message recall — not just through repetition, but through emotional connection and sonic consistency.

What Can Comms Teams Learn from Jet2’s Brand Message Recall?

Let’s unpack how Jet2’s holiday marketing nails brand recall — and what that means for your communications strategy.

Repetition Isn’t Lazy — It’s Strategic

Jet2 isn’t afraid to use the same soundtrack again and again. The result?

Recognition. Comfort. A sense of “holiday mode” activated.

Jet2’s summer jingle is more than catchy — it’s a masterclass in brand message recall. Discover what your comms strategy can learn from it.

Jet2’s summer jingle is more than catchy — it’s a masterclass in brand message recall. Discover what your comms strategy can learn from it.

Match the Mood to Build Emotional Impact

The song feels like summer — upbeat, emotional, and escapist.

It aligns perfectly with what Jet2’s audience wants in that moment: a joyful escape.

Brands that understand the emotional backdrop of their audience communicate more effectively.

Ask yourself: Are your customers feeling hopeful, overwhelmed, or ready for change?

Your tone and content should reflect that.

Build Memory Through Association

Jet2 has created a strong link between a song and a feeling — freedom, sunshine, letting go.

And it doesn’t hurt that they keep winning holiday awards either!

Ask yourself: What’s your brand’s equivalent?

It might not be a song, but it could be a:

• Visual style

• Tagline

• Tone of voice

These are the assets that drive long-term brand message recall.

Takeaway: Brand Message Recall Isn’t Loud — It’s Sticky

This August, while your inbox is quieter and your brain has space to wander, consider:

What will your audience remember about you when they’re not actively thinking about you?

The best PR and brand communications don’t shout — they stick.

Bonus Link: Want to Hear It Again?

You probably don’t — but here it is anyway:

🛫 Jet2 Holidays on Instagram – Sound On!

(Scroll through Reels — “Hold My Hand” appears in dozens of posts.)

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