benchmark report
airline marketing
easyjet explained EASYJET
They say that first impressions last a lifetime, yet hybrid LCC EasyJet is working hard to disprove that statement and go upmarket with the help of new services, TV spots and online videos. Already an airline of choice for costconscientious leisure travellers, EasyJet is keen to shed its LCC image and snag – who tend more business travellers to book later (when fares cost more) and will often pay for extra leg room. Allocated seating, mobile boarding passes and the ability to check in online have all been introduced as free utilities to lure more discriminating customers away from full-service competitors. The EasyJet Explained series of YouTube tutorials use simple animation and basic language to clarify things like airpor t special assistance, online check-in, EasyJet MAY 2015 ISSUE
Flexi Fares and other new services aimed at business and premium leisure travellers. While the web videos have helped EasyJet spread the word about its new flier-friendly options, perceptions don’t shift so quickly. In the past several weeks, the airline release a series of smar t new TV spots which build on the ‘EasyJet Explained’ campaign. The 30 second TV adver ts balance gimmick with fact and address common pain points in the low-cost air travel experience, like keeping track of a boarding pass and allocated seating . About half the actors in each spot are dressed in business attire (called ‘dinosaurs’ by the airline), while the other half are dressed more casually – illustrating the airline’s desire to compete as both a leisure carrier and reliable means of corporate travel.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
