During the Summer months when the airline is at full capacity, flights will be delayed, bags will be lost, and customers will be irate. easyJet tasked us with combatting this with a fully integrated platform that could be rolled out across numerous markets. Our response needed to be a feel-good campaign that would resonate with their core family audience, drive brand love and secure positive editorial coverage within mainstream publications.
We knew that when it comes to keeping the kids entertained during the long summer holidays– the holiday is the easy bit, it’s providing downtime entertainment that’s a challenge. So, we decided to champion an activity kids could do when they’re not living it up at the beach club – reading. And where better to get them hooked on a book than on a plane.
We worked with celebrated author and Children’s Laureate Jaqueline Wilson to launch ‘Flybraries’. 20,000 copies of children’s books took to the skies as we turned easyJet’s fleet of 150 planes into flying book clubs, with cabin crew on hand to help the kids get involved.
Now in its 4th year, the campaign was rolled out across easyJet’s entire fleet and has been activated in over 10 European markets and counting.
- In its first year, the campaign delivered over 100 pieces of national coverage
- 750,000 families engaged
- 500 million in earned reach
- 5 million Twitter impressions in the first 24 hours
- The work won the praise of the Schools Minister, the National Literacy Trust
- Awarded Travel Campaign of the Year at the PR Week and Drum Marketing Awards