3 minute read
easyJet Europening
A lot of people looking to fly at the moment, especially for leisure, will have three key questions: What safety and sanitation procedures are in place? Crucially - where can I actually go? But also, and this seems to be forgotten by many airlines - what can I do when I get there?
So, what kind of businesses are open? What are the social distancing rules? Can I go to a cafe or to a beach? Getting the answer to these questions right, tells someone travelling to a destination that s/he can still have a holiday experience.
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After grounding its fleet over April and May, easyJet started flying again in June. Like other airlines, easyJet rolled out a ‘we’re open again’ style campaign, complete with videos about enhanced sanitation procedures and (e.g.) compulsory mask wearing.
However, unlike most other airlines, easyJet’s campaign puts the focus on the individual destinations. In particular small businesses who desperately want to welcome tourists again following several months worth of lost income.
Developed by advertising agency VCCP, easyJet’s “Europening” campaign features a series of creatives where “Europen” signs are in front of businesses across Europe,
What makes the campaign noteworthy though is the social media element. easyJet says it is opening up its social channels to small businesses across Europe who are looking forward to attracting visitors again.
Those businesses are being encouraged to use the #Europening hashtag. easyJet is then reposting the best posts on its own platforms.
Recent examples include a coffee shop in Berlin, a quirky souvenir place in Athens and a patisserie in Paris.
This is a great campaign that works on a number of different levels. As we mentioned, it reassures people booking easyJet flights that their holiday will actually still look and feel like a holiday, with the ability to enjoy themselves in the destination.
It of course allows easyJet to support local businesses in the destination, while also giving the airline a range of free user generated content to repurpose on its platforms.
easyJet Face Masks
At the same time, easyJet announced that it would be making comic book style ‘lion’ and ‘pilot’ masks available to younger passengers.
The masks have been produced by Irish artist, Will Sliney, who is best known for his work on Marvel Comics Star Wars and Spiderman series.
This comes as easyJet, like other airlines, is requiring passengers over six to wear face masks on board at all times. The airline says that these comic book face mask covers have been designed to ease the experience for both kids and parents.
easyJet does not say exactly how many masks are being produced, except to talk about “thousands” being available at select routes.
According to Will Sliney,
CrewCam
Finally, as well as producing a number of different videos showing the new onboard procedures, underpinned by a ‘Europe with Confidence’ pledge, easyJet got its cabin crew to record ‘CrewCam’ videos on the first day that they returned to work.
This will have served a number of purposes. Beyond safety and sanitation videos it put a human face on the brand. Related to that, it also showed easyJet cabin crew getting to grips with the new way of working, with the message to passengers being - this is different, but manageable, and you should feel confident about flying again.
