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EasyJet in MySpace channel

EasyJet has formed a partnership with MySpace to launch a branded community allowing consumers to upload photos and video footage of holiday destinations around the world.

The budget airline is tapping into the social network's 8.7m user base to create an online resource for travellers. The channel includes footage of places and attractions at easyJet destinations that are not featured in conventional guidebooks.

The company intends to create a gallery of 'interesting and little-known sights' to provide internet users with a range of holiday and weekend break suggestions accessible via easyJet flights. Each week a panel of judges will select the best photo and video submission to be entered into a competition giving travel enthusiasts the chance to win a pair of return easyJet tickets to a destination of their choice.

The branded community also allows MySpace members to blog on their easyJet travel experiences, access the latest cheap-flight deals and message other internet users.

The easyJet deal follows the launch of customised communities for brands including Adidas, GHD and Reebok. Last September Unilever brand Lynx became the first UK advertiser to launch a branded channel on MySpace, promoting its male grooming products.

In April MySpace revealed plans to allow companies to sell music, movie and game downloads, laying the groundwork for another rapid period of growth for the site.

The initiative, which pits the News Corp-owned site against services including Apple's iTunes Store, will enable music and film distributors and video-game firmsE to create storefronts for downloads on their MySpace pages (Marketing, 4 April).

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