Easyjet - Business Sense

Easyjet - Business Sense

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 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.”