Easyjet - Business By Easyjet

Easyjet - Business By Easyjet

In the past years, easyJet – European second largest LCC – has stepped up efforts to target business travellers, rolling out a series of new products and services aimed at this lucrative segment. According to the airline, 18 percent of easyJet’s passengers were flying on business during 2013.

As part of this focus, easyJet has been running its ‘Business by easyJet’ campaign for some time, and the latest latest development for the campaign sees the airline using gently provocative slogans to target today’s “new wave of business travellers,” as the airline puts it.

The new posters, which can be found inside UK hub London Gatwick airport, promotes the airline as a savvy choice of airline when travelling for work, and is aimed at the self-titled ‘smart traveller’. The tone of voice attacks the old-fashioned notion of exclusivity that surrounds business travel. For example, one of the posters uses the phrase ‘The Old Boys Club is closed until further notice’ and the other ‘Bye Invitation only ’ and sits alongside the broader further reaching multi-platform ‘Generation easyJet’ campaign launched in September last year.

This isn’t easyJet’s first advertising campaign slogan aimed at attacking the legacy carrier travel experience. In previous campaigns, the airline has been setting itself apart from their main UK competitor BA, using phrases such as ‘A Free flight if you’re late, or sweet B.A?’ and ‘To Fly. To Save’, which was a direct comparison against British Airways’ ‘To Fly. To Serve.’ slogan.