Client: easyJet
PR Team: In-house
Campaign: Let's get Europe flying again!
Timescale: September - ongoing
Budget: Within departmental budget
Following the tragic events of 11 September, passenger bookings at all
airlines declined. While other airlines announced cutbacks and even
bankruptcy, easyJet has actively sought to get people flying again.
Objectives
To reverse the dramatic, industry-wide fall in bookings following the 11
September events. To seek to be reallocated to those airport take-off
and landing slots that had been frozen as a result of other airlines'
cutbacks.
Strategy and Plan
easyJet's campaign has involved the promotion of an online sale with
prices slashed for a weekend. Prices remained low as a concerted press
advertising and media relations drive was rolled out.
To handle this, the in-house department grew by one person to three. All
communications capitalised on easyJet's informal branding and the
high-profile nature of the company's management.
At the same time a public affairs campaign that aimed to get more runway
slots out of Heathrow and Gatwick was launched, with letters to
organisations such as the European Transport Commission and the Civil
Aviation Authority.
Media appearances by easyJet spokespeople were used to explain that
major airlines were in difficulty before the crisis and that low-cost
operators held a strong position in Europe.
Measurement and Evaluation
The airline has now stabilised bookings with a return to pre-11
September levels.
On the company's website, a passenger survey about the company's
reaction to the events showed 90 per cent in favour.
Results
easyJet's small PR team ran a straightforward campaign that supported
the business at a difficult time.
It shrewdly used the company's existing 'people's champion' image to
good effect.
