EASYJET - FLYBRARY
Entertaining kids on flights is a constant parental challenge. Especially on flights where there’s no seat back TV, the iPad is often called upon as a substitute babysitter. Over the past few years a number of travel companies however have been trying to encourage a more traditional alternative - reading books.
Like many PR-led campaigns it kicked off with a ‘survey said’ style news story, claiming that 83% of British parents said that children are reading less than when they were younger.
At the same time, 90% of parents said that the widespread availability of entertainment devices had led to this decline in reading. With a fleet of A319s and A320s and with no flights over five The most recent industry player to get hours, easyJet of course has no IFE involved in promoting reading is British system. LCC easyJet, which has launched a “Flybrary” campaign aimed at parents As a result, the airline was perfectly with children going on holiday. placed to launch the idea of the on-board library, or “Flybrary.” As part of this 7,000 The initiative was developed by London children’s books have been brought on public relations agency Taylor Herring. board 147 flights for kids to read.
10
