easyJet, the UK's largest airline, will this month launch a pan-European, multi-media advertising campaign celebrating a new generation of travellers who were created because of the airline's low fares and extensive network. The advertising campaign aims to reflect and celebrate the diversity of easyJet's passengers from families travelling on holiday to people visiting friends and family to easyJet's growing number of savvy business travellers.
The television campaign launches in the UK from 15th September. The supporting outdoor campaign starts from 16th September. The advertising campaign will be run in 10 countries across Europe with a total spend of over £5m in total.
easyJet's low prices and expanding network of destinations heralded the democratisation of air travel which has meant everyone is able to do more of the things they love – whether it be exploring new holiday experiences, new business opportunities or visiting friends and family.
Peter Duffy, Marketing Director for easyJet, commented:
""For the past 18 years, easyJet has opened up Europe so we can all exercise our get-up-and-go in a way that simply wasn't possible before. Today, 60m Europeans do so each year with easyJet. With this campaign, easyJet and VCCP are celebrating our customers, our people …'generation easyJet'.""
The campaign sees an evolved creative look that seeks to really hero this generation of travellers in a truly unique way that has not yet been seen within the airline industry.
In print, new bold headlines are set against impactful reportage-style photography to inspire and ignite the get-up-and-go in all of us - always supported by the great destinations and prices people know and love easyJet for.
The TV ad, which is directed by Ninian Doff, an acclaimed young director who has directed music videos for the likes of Graham Coxon and Mykki Blanco. Ninian uses clever camera techniques and artful editing to bring to life the sheer diversity of 'generation easyJet'.
Andrew Peake, Managing Director of VCCP London, adds:
""This campaign encapsulates what easyJet has stood for from its inception; giving everyone around Europe the opportunity to travel and experience new things with friends and family at an affordable price. The campaign celebrates the get up and go spirit of a whole generation of people who travel with easyJet.""
Media planning and buying for the campaign was handled by OMD UK. Working closely with VCCP London, OMD UK has amplified the creative story to a mix of high impact, broad awareness channels, such as TV, supported by high dwell, detail information delivery channels such as Press and Transport out-of-home. Digital VOD activity will also ensure that easyJet's messages gain incremental reach against the tech savvy, light TV viewing target audience.
For further information, please contact the easyJet Press Office on 01582 525252 or log onto www.easyjet.com
About easyJet:
easyJet operates Europe's No. 1 air transport network with a leading presence on Europe's top 100 routes and at Europe's 50 largest airports.
easyJet flies over 200 aircraft on more than 600 routes between over 130 airports in 30 countries. More than 300 million Europeans live within one hour's drive of an easyJet airport, more than any other airline.
The airline takes sustainability seriously. easyJet invests in the latest technology, operates efficiently and fills most of its seats which means that an easyJet passenger's carbon footprint is 22% less than a passenger on a traditional airline, flying the same aircraft on the same route.
VCCP Credentials:
Project name: generation easyJet Client: easyJet Creative agency: VCCP Creative director: David Beattie Art director: Rupert Depaula, Daniel Glover-James Copywriter: John Wilds, Elias Torres Planner: Bobbi Dougan, Neasa Cunniffe, Michael Lee Agency producer: Becky O'Sullivan Media Agency: OMD UK Media planners: Richard Maisey & Alina Kulesza Production company: Pulse Films Director: Ninian Doff Post-production: Finish Post Production Audio post-production: Aaron at Wave Studios Executive producer: James Sorton at Pulse Films
Notes to editors on VCCP:
VCCP is an integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels.
With offices in London, Berlin, Prague, Madrid and Sydney, VCCP produces award winning work for clients including O2, comparethemarket.com, easyJet, McLaren and Coors Light.
VCCP believes that the best measure of creativity is cultural impact and the primary goal remains to produce things that people want to talk about and interact with. Their preoccupation is not only to deliver information but to facilitate interaction by creating communications of true and lasting consumer value. Simply put, they populate culture.
