benchmark report
airline marketing
generation easyjet EASYJET
Pan-European LCC easyJet launched a GBP 5m multi-media campaign across 10 countries, based on the strapline ‘generation easyJet’. The campaign aims to showcase the airline’s appeal to the market. The TV ad is directed by Ninian Doff, an acclaimed young director, who has directed music videos for the likes of Graham Coxon and Mykki Blanco. Ninian uses clever camera techniques and ar tful editing to bring to life the sheer diversity of ‘generation easyJet’.
microsite describing ‘generation easyJet’ as “The head first into water, wine or work generation.” Peter Duffy, marketing director at easyJet, said: “For the past 18 years, easyJet has opened up Europe so we can all exercise our get-up-and-go in a way that simply wasn’t possible before. Today, 60 million Europeans do so each year with easyJet. With this campaign, easyJet and VCCP are celebrating our customers, our people ...’generation easyJet’.”
In print, new bold headlines are set against impactful repor tage-style photography to inspire and ignite the get-up-and-go feeling in all of us. The campaign is suppor ted by a
OCTOBER 2013 ISSUE
10
X-MEDIA EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
