Proud stories - Easyjet

Lucy Outram, head of UK marketing and European planning at Easyjet, on the airline's immersive experience, inspiring people to discover new places.

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"The brief was to bring the Côte d’Azur region of France to life and highlight all the glamorous places in the area such as Nice, Antibes and Cannes. Easyjet’s customers have a get up and go spirit and love discovering new places – so Easyjet and Atout France, the France Tourism Development Agency, brought a taste of the Côte d’Azur to a London audience for a couple of days in May. An immersive theatrical experience saw guests riding on a full-sized carousel, while actors brought to life a bustling market, beaches, jazz, carnivals and the world-famous film festival, right in the heart of Bloomsbury.

"Traditional media campaigns play an important role in inspiring people to travel. Additionally Easyjet’s ‘Why not?’ campaign really lends itself to encouraging people to step through a plane door to discover a mystery destination on the other side – experiencing the Côte d’Azur in the middle of London absolutely appeals to our audience’s sense of adventure, and inspires real European adventure.

"We streamed the event live on Facebook, which was watched by 15,000 people – and the cut-down video of the experience has been viewed by more than half a million people."

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