Easyjet, a low-cost airline based at Luton airport in the UK, launched a new £5 million advertising campaign yesterday.
The campaign, titled ‘Generation easyjet’, is intended to demonstrate how and why the airline appeals to such a wide market, from holidaymakers to business travellers. Media optimisation company VCCP has created the campaign on easyjet’s behalf, with the TV ads having commenced on September 15 and the outdoor campaign beginning today. 10 countries across Europe have been targeted for the campaign.
Easyjet’s marketing director, Peter Duffy, said, ‘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 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’.
VCCP London’s managing director, Andrew Peake, added, ‘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.’