EasyJet to build brand with £50m pan-European campaign
EasyJet, the low-cost airline that has traditionally focused on price-led marketing, is launching a £50m pan-European brand campaign to reposition itself as a carrier that connects people.
The campaign, created by VCCP, breaks on 1 October and features a TV ad supported by print and digital activity. It uses the strapline, "Where are you going?", and will run across easyJet’s key European markets – the UK, France, Spain, Italy, Switzerland, and Germany.
The TV ad will feature images uploaded by easyJet staff, which show special moments from their holidays, to easyjet.com. Consumers will be encouraged to upload their own pictures once the TV ad launches.
Previous marketing activity for the brand has been tactical and price-driven, created in-house and often competing directly with no-frills rival Ryanair, alongside recent brand work created by Publicis London.
Past creative has also addressed consumers directly regarding aviation issues, including its opposition to Air Passenger Duty (APD) in the 'Tax planes not people' campaign.
In October 2010, easyJet and its founder, Sir Stelios Haji-Ioannou, finally came to an agreement over the long-running "easy" brand name dispute, which resulted in the airline paying an annual royalty of 0.25% of its total revenue.
Two months later, ex-Audi marketing director Peter Duffy was drafted in to lead the easyJet marketing department
This article was first published on marketingmagazine.co.uk
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Senior Digital Campaign Project Manager Creative Recruitment £40000 - £50000 per annum, London
- Junior Comms Planning Manager required for Leading Media Agency Ultimate Asset £32000 per annum + great benefits package, London
- Entertainment brand - Comms Manager at top London media agency Ultimate Asset £35000 per annum, London
- Comms Business Director required for Leading Publisher Brand Ultimate Asset £65000 - £70000 per annum, City of London
- Brawn and bread: Sly Stallone stars in Warburtons campaign
- Age UK launches 'no friends' ads in response to Facebook campaign
- Five traits that define a south of the river agency
- Schwarzenegger vs Stallone: Whose ad is better?
- Lurpak rolls out jazz teaser by Juan Cabral
- Kate Robertson steps down from Havas