I'm not sure it's a matter of being desperate. I think it's just a chance to get as many 737 rated guys applying as it seems they'll only take NTR guys if they're desperate - it would seem they're not quite there yet.
I'm not sure how fruitful these roadshows will be. At EMA and EDI the only realistic chances of anyone moving to LS from other airlines based at these places are Ryanair, and they'll struggle to get anyone on a 5/4/5/4 pattern there to move to LS. I can't imagine anyone at Thomson jumping to LS. There's no point targeting EZY/TCX airbus drivers neither as they require conversion training and can't see what exactly would pull them to LS.
It just leaves out of work guys but the amount of out of work rated guys must be fairly minimal these days.
Maybe they'll bite the bullet and take on NTR folk. Here's hoping anyway! However I notice he ads do mention a fully bonded type rating if required, so who knows.