EasyGroup stars in documentary

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[London] Stelios Haji-Ioannou's EasyGroup, best known for its no-frills European airline EasyJet, is using a fly-on-the-wall-style TV documentary as the main marketing push for its next venture, EasyCruise. The show will air early next summer on News Corp.'s BSkyB satellite TV. One-hour programs will follow Mr. Haji-Ioannou as he develops the cruise business. Later episodes will feature the experiences of passengers and crew on the first cruises. The EasyCruise brand is targeting a young audience with no-frills cruising, starting at about $50 a night. EasyGroup approached Sky about the project, but the company is not financing it and program makers will have complete editorial control. James Rothnie, director-corporate affairs at EasyGroup, said the format has worked before and that EasyGroup generally finds PR a more effective medium than advertising. EasyGroup had a good experience with "Airline," a similar documentary about EasyJet that ran for several years on the U.K.'s ITV network and helped raise the brand's profile.