EasyJet to build brand with £50m pan-European campaign

EasyJet: pan-European drive aims to reposition budget carrier
EasyJet: pan-European drive aims to reposition budget carrier

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 May, easyJet reported a 94% rise in pre-tax losses to £153m for its first six months, blaming higher passenger taxes and oil prices.

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

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad