Case study – Objective: Prompt action
easyJet and OMD teamed up with the Evening Standard to inspire people to travel to Spain for a spontaneous summer holiday.
During the summer of 2016, easyJet had too many unsold seats on its routes to Spain, including the five key beach destinations: Palma, Alicante, Ibiza, Malaga, Menorca and Barcelona. The campaign objective was to drive consideration and position easyJet as the gateway to these places.
Research showed that working professionals in London with no children were more likely to be spontaneous and travel. The Evening Standard was the perfect partner to reach this audience, with readers also in close proximity to London airports. In addition, the evening commute was an opportune time as people were more likely to be thinking about treating themselves.
The campaign ran across the Evening Standard’s print and digital platforms. To stand out among other travel pages at the back of the paper, easyJet’s ads featured on page 10 for the first time. The campaign also featured a daily co-branded promotion, which offered readers the chance to win flights, plus social media activity.
Our campaign with the Evening Standard created first class, relevant content alongside our display ads. This gave us the opportunity to make the campaign inspirational, looking at Spain in a different light, and featuring a different destination over the five days.
Morwenna Francis, UK marketing executive, easyJet
