Originally Posted by
racedo
EI failed completely when they started expansion in UK to sun spots etc a number of years ago. The "well known" brand was much touted on here and despite the extensive money spent on London ads it failed miserably.
Interesting wording. Aer Lingus at the face of it were an ideal brand to fulfill this role. Their cost base and value carrier status gave them a sporting chance of success, however, easyJet set out on a protracted bid to drive the airline out of LGW, and took the threat very seriously adding multiple new routes that EI was launching in an instant.
It was a worthwhile experiment. Knowing when to cut and run is not a failure in my eyes, it's the right thing to do.