benchmark report
airline marketing
business sense
luminotherapie
EASYJET
EasyJet has launched a new TV advertising campaign which for the first time targets business travellers. More than 12 million of EasyJet’s passengers are flying on business, accounting for a fifth of traffic. The campaign, dubbed ‘Business Sense’ , comes at a cost of GBP8.5m and features the voice of ‘House’ star Hugh Laurie. It first aired on U.K. television in mid-September and is complemented with a print, outdoor and digital campaign. The campaign is extended into European markets throughout October. The TV spot focuses on the airline’s strong record for punctuality and points out that last year the airline was more punctual across Europe than BA. The ad opens in a busy airport where business men and women are rushing to catch their
OCTOBER 2014 ISSUE
VUELING
flights. Focus then shifts to a calm individual who is reading his newspaper, accompanied by the song “I’m late” from Disney’s ’Alice in Wonderland’. Suddenly, two large white ears pop from behind the newspaper and it turns out it is actually the white rabbit from the Disney classic, known for always worrying about being late. In the ad, however, he is calm because he knows his plane will be on time. “This is the first time we are advertising to business travellers on TV and it is indicative of the importance we place on this key and growing market for us,” easyJet’s Commercial Director Peter Duffy, commented. “The campaign should help us to reach business travellers who may not have considered easyJet to date. We aim to communicate that easyJet isn’t just a more cost-effective option, it’s actually a smarter choice for business travellers all-round.”
Spanish low-cost carrier Vueling has taken a creative approach in using busstop abris to promote its flights between Paris and sunny destinations in Spain. In May of this year, before the start of the summer holiday season, Vueling and outdoor advertiser JCDecaux Innovate promoted Vueling’s destinations by decorating five bus shelters around Paris in such a way they gave commuters a visual ilusion of being on a sandy beach in Spain. The second part of the campaign was rolled out this September. To help bus passengers face the gloom of the upcoming fall and winter season, Vueling again decorated five bus shelters in the colors of a beach in Malaga (Andalusia) and also installed light therapy lamps, in an effort to inspire people to plan for a getaway weekend to the sun (images
here
and here )
On a similar note, another major European LCC – Norwegian – over the past years launched several creative out-of-home initiatives to persuade Scandinavians to book a flight to a southern, more sunny, destination in Europe. Examples include installing a rain gauge on bus shelters that recorded how much rain fell in the city (video here ). In another campaign, the airline asked commuters at Oslo’s central train station to have their picture taken and get their skin tone saturation measured digitally. Images people’s skin tones then were directly uploaded onto a giant screen, where the audience could follow who was the palest person in the league and deserved a free flight to the sun.
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EXPERIENTIAL DIGITAL SOCIAL TV, PRINT, OOH
