Easyjet - Bring Holland to London

Easyjet - Bring Holland to London

In a previous report we highlighted easyJet’s ‘Why Not’ marketing campaign. Conceived in part as a response to Brexit, the campaign seeks to get travellers to embrace spontaneity and travel to Europe .

One spin-off from this campaign involved a pop-up installation appearing in London’s Shoreditch district. Created as a collaboration between easyJet, Schiphol Airport and the Netherlands Board of Tourism & Conventions, the pop-up involved an aircraft door appearing in a building in place of a doorway .

Once inside, Londoners were taken on an immersive tour of Holland with five actors leading the way. Experiences included the ‘canals of Holland’ on a barge, an art gallery tour and a bicycle tour.

Obviously only a limited number of people were ever actually going to pass by the easyJet installation in Shoreditch, which is why agency VCCP produced a 360 video to bing it to a wider audience.

The installation received considerable media exposure in London, including coverage in Metro, a free newspaper ready by 700,000 London commuters every morning , the vast majority of who are under 45 and so are part of what the airline calls ‘Generation easyJet.’

According to Ian Cairns, Head of Brand and Marketing Services

Generation easyJet are adventure-seekers and this bespoke, immersive activation totally reflects the fun, energy, exuberance and inclusivity of our brand. We, along with our partners the Netherlands Board of Tourism & Conventions, wanted to bring something special to Londoners and show them firsthand what Holland has to offer to inspire them to travel.