easyJet - NextGen easyJet

easyJet’s campaign to get people flying again post the pandemic is titled ‘Netgen easyJet.’

The campaign is anchored by a 60 second ad produced by VCCP, which sees a flight attendant lead a ‘flock’ of passengers into the sky.

The passengers then form into a plane and drop into various European dream destinations.

Calling easyJet, “the original democratiser of travel” (early adopter or pioneer would maybe be more accurate), agency VCCP says:

“As Europe opens up, signalling a return to restriction-free travel, the fresh new brand direction has been inspired by jetsetters’ craving to experience Europe and make up for lost time. ‘nextGen easyJet’ sets out the brand’s ambition to inspire travel and all it has to offer, as well as showing that easyJet is back, better than ever, and is pioneering the next generation of travel for all.”

easyJet has been at the forefront of airline sustainability initiatives, introducing automatic carbon offsetting in 2019. easyJet Sophie Dekkers is also on record as saying that airlines should take care of offsetting, instead of leaving it to passengers.

As a result, It’s not surprising to see that environmental messages are front and centre of the easyJet campaign, and the ad makes mention of easyJet’s offsetting schemes.

According to easyJet marketing director Richard Sherwood: What we like about this campaign

easyJet’s own research shows that passenger satisfaction increases when they find out about the airline’s offsetting initiatives.

When easyJet released its Q4 2019 results, this included a figure about how passengers felt more positively about the airline once they were aware of carbon offsetting, with an 11% increase in customers saying they will choose easyJet the next time they fly.

At the same time, marketing campaigns don’t happen in a vacuum, and over the UK Easter Holidays, easyJet was one of the airlines most affected by staff shortages, having cancelled around 6% of flights and receiving a lot of negative media and social media attention as a result. The result was of course thousands of stranded passengers.

Later in the magazine, we talk about the latest consumer and marketing research, including the Nielsen Global Trust in Advertising study, which again shows that word of mouth endorsement is the most powerful form of ‘advertising.’

“Consumers want to know they are flying with a safe and responsible company, who champions and takes action to lead the way with environmental, social and inclusive initiatives that drive positive change for our planet and communities.”

The campaign launched in the UK on 25 March and was rolled out to other European markets in April.

The environmental message, as well as the overall NextGen easyJet campaign is also being promoted on easyJet’s social media channels.