1. “The Initiative has been linked with an influx of female talent to the airline – new entrant female pilot numbers at easyJet have grown from 6% (2015) to 13% (2017)” (Aviation24.be, 2018). This campaign inspired other airlines to create more job opportunities for women. Best 20 Digital PR campaigns. This campaign is an example of a well drafted public relations campaign that lead to a positive impact in the aviation industry. Copyright © 2021 Centaur Media plc and / or its subsidiaries and licensors. By re-shooting the movie scene easyJet hopes to course-correct notions forwarded by Hollywood movies like Top Gun, The Aviator and Flyboys that being a pilot is a man’s job.. It sits ahead of Wizz Air (32% of monthly seats) and Ryanair (9.5%). EasyJet’s external communications will continue to be led by Anna Knowles, director of PR and corporate affairs, who has been with the airline for nine years. With the growing awareness and involvement of females in many fields, this campaign hit the right spots in the most creative manner. According to EasyJet’s research, more than half (55%) of male pilots knew they wanted to become a pilot by the age of 10. READ MORE: EasyJet brings back the CMO role in management shake-up. In S17 easyJet is the largest of the 10 scheduled airlines serving Luton, occupying 41% of monthly seat capacity. As a direct result of the data-driven, content powered PR campaign, the female pilot intake doubled. If you didn’t book directly with easyJet, you can still check in by selecting ‘No account? The company shot a short film … 4. EasyJet is launching a new campaign that aims to give consumers a “big dollop of emotion” to create a stronger connection and move the brand on from being known purely for value. The Top PR Campaigns of 2018. easyJet. Since this advertisement was a recreation of a scene from a famous movie, the criticism was limited. The tool works by enabling customers to take a screengrab on their phone and share it with, or upload it to, the easyJet app. We want 20% of our new cadet pilots to be female by 2020. The TV ad shows a passenger imagining fantasy destinations, including an inflatable Italian street and dancing clouds. The partnership is hoping to recover from a severe loss with a strategy focused on local stores, a new pricing structure and closer integration between the John Lewis and Waitrose brands. We’re uniquely different. All rights reserved. Its principal competitors at these leading airports are the legacy airlines and charter carriers. We roll our sleeves up and we get stuck right in. Retrieved from https://www.prweek.com/article/1491310/watch-easyjet-challenges-gender-stereotyping, Orban, A. Planning and a Clear Target Audience. The focus was strictly concentrated towards women empowerment but, since boys were only shown as the cabin crew staff, there were a few talks about demotion of men. EasyJet is targeting the younger audience, specifically young girls hence, the cast purely comprises of children. Opportunities range from cadet pilots starting their career to experienced co-pilots and captains from other airlines and the military” (Aviation24.be, 2018). Hence, in order to achieve this goal, they used keywords such as “breaking stereotypes”, “gender equality” and “women empowerment” to gain more traction and recognition. EasyJet’s new CEO believes that by maximising its data use and focusing on core areas including holidays, business customers and loyalty it will be able to see more growth. Our bold campaign captured media attention by confronting gender stereotyping in Hollywood movies – generating over 180 high-value media articles. In a subsequent presentation to EasyJet pilots, Mr Entwisle, an EasyJet captain and union rep, said, "I think the easiest way to put it is that the company is hanging by a thread. In a recruitment film released today, the airline reimagined a famous scene from Hollywood movie Catch Me If You Can where Leonardo DiCaprio impersonated a high-flying pilot in an airport. Ok this campaign launched in 2019, however we pushed this out in January revealing how much some of the worlds top artists make per stream on Spotify. Well Drafted Campaign and Articulated Vision. Hence, they developed a campaign video that casts the young population, specially girls, to shape their minds from a young age. More information can be found in our Cookies Policy and Privacy By Staff on Tuesday, August 28, 2018. easyJet’s gender pay gap is strongly influenced by the salaries and gender make-up of its pilot community, which make up over a quarter of its UK employees. The public relations campaign launched by EasyJet in 2018 was designed to inspire more girls to become pilots and overcome gender stereotyping in the aviation industry. The travel company is hiring four new in-house creative roles in a bid to be more reactive and develop its digital capabilities. Clarity. The campaign communicates how shaping young minds from the beginning can lead to a substantial statistical change in the future. Broadband Deals – Pay Per Play. It is crucial to focus on adding value to your cause rather than de-valuing someone else’s. (2018, August 28). Retrieved from https://www.rustourismnews.com/2018/08/28/easyjet-launches-campaign-to-recruit-female-pilots-of-the-future/, @easyJet shows the world what a 'Spot-On' Public Relations Campaign looks like! Any PR campaign without evaluation is incomplete. The theme is concise, to the point, persuasive and long lasting. Overall, the implementation was smooth and caught attention of the media and various news outlets. British-Israeli citizen Melanie Wolfson raised a claim against the airline over its response to events on two flights from Tel Aviv to London in 2019. Campaign Summary The public relations campaign launched by EasyJet in 2018 was designed to inspire more girls to become pilots and overcome gender stereotyping in the aviation industry. to improve your user experience. The campaign showered positive vibes and was welcomed with open arms. Our website uses cookies to improve your user experience. EasyJet has launched a video campaign to inspire more girls to become airline pilots, a move designed to combat gender stereotyping. Taylor Herring was briefed to lead easyJet’s female pilot recruitment drive in 2018. They developed their PR campaign based on research that shows childhood role models are crucial in inspiring young people to consider a piloting a career. We’re easyJet. Leading the cast was nine-year-old Hannah Revie, the daughter of real easyJet captain Emily Revie. EasyJet is launching a new campaign that aims to give consumers a “big dollop of emotion” to create a stronger connection and move the brand on from being known purely for value. At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. We work hard and laugh loud. In addition to the campaign video, they “visited more than 150 schools and colleges to promote the career. The success of the campaign is only demonstrated though evaluation. EasyJet launches ’emotional’ campaign as it looks to be known for more than value. The strap-line was 'Making flying as affordable as a pair of jeans - … People were certainly aware of the gender gap within the aviation industry, but awareness of the statistics was comparatively less. In addition to the rise in the number of female pilots, “in 2018, easyJet will recruit 460 new pilots to meet record demands for the airline for a third consecutive year, as its European network continues to grow. And we do it our way. The aviation industry encountered a 7% rise in female pilots and more airlines (Virgin Atlantic and Air India) launched campaigns geared towards women empowerment. Molly Fleming. Retrieved from https://www.aviation24.be/airlines/easyjet/easyjet-launches-a-campaign-to-recruit-female-pilots-of-the-future/, Tore, L. (2018, August 28). Gatwick overtook Luton in 2007. easyJet focuses on developing strong positions in Europe’s leading airports – flying between airports people want to travel to with optimised frequency. EasyJet narrowed down on their target audience and channeled the advertisement purely in that direction. The campaign, the first since new CMO Lis Blair took over, aims to create a more emotional connection with consumers as it looks to be known for more than value for money. M&S’s move to start selling clothing from competitors including Hobbs, Joules and White Stuff is designed to pull in more customers and “turbocharge” online sales. 'EasyJet has broken a cardinal rule of social media' - PR pros criticise airline's 'backless seat' response PR professionals have questioned easyJet's decision to ask on Twitter for a person to remove a tweeted image that shows a passenger sitting on a seat with no back. To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. Image recognition technology will then identify the location and match the photo to an easyJet destination. Since they recreated a scene from a famous movie, they were successful in making the advertisement more relatable and hence, retaining the impact for the longer run. EasyJet launch campaign to inspire more girls to become airline pilots. In-flight announcement: Please fasten your seat-belts - your career is about to take off. #publicrelations #research #planning #implementation #evalutation #communication #eastjet #success #publicrelationscampaign #campaign. They learned that girls were less susceptible to choosing a career in aviation, and the best way to create a positive impact on children is to concentrate on young leaders. EasyJet conducted thorough research for this campaign and gathered statistics of percentage of female pilots in 2018 (5%) and determined a goal for 2020 (20%). Chris Browne also mentions that “We hope that our campaign inspires a new generation of pilots, challenges gender stereotyping and encourages more women to take to the skies” (PR Week, 2018). It has a media budget of €12m across Europe and Blair, who was promoted to CMO five months ago, says that while TV is crucial it will be an integrated campaign. She was previously head of PR at Virgin Atlantic for more than 12 years. Easyjet launches major brand campaign to celebrate 20th birthday. LUTON, England, 2018-Aug-29 — / Travel PR News / — easyJet has today (28 / 08 / 2018) launched a national campaign to inspire more girls to become airline pilots. EasyJet has warned it faces losses of more than £800m this year and that it expects to fly at just 25% of normal capacity into next year. Registered office at Floor M, 10 York Road, London, SE1 7ND. 3. Multiple Implementations and Clear Communication. 6. The 3-step PR process, attract, feel and act, is focused on attracting the young female audience by developing an attitude that encourages women to contribute towards gender equality and start acting towards the goal of becoming a pilot at a young age. 1. EasyJet Launches Campaign to Recruit Female Pilots of the Future. 5. Our first example? Thorough Evaluation. This campaign was carefully designed and raised the right questions. Hence, their goal is to target young audiences, specifically young girls, to become pilots and change the statistical dynamics. Thorough Research. In a recruitment film released today, easyJet have reimagined a famous scene from Hollywood movie Catch Me If You Can. (2018, August 29). easyJet’s structural cost advantage relative to This campaign is designed to change attitudes and modify behavior. Policy. Come and join us. The role of digital also goes beyond advertising, with easyJet increasingly focused on its app as a way to improve the customer experience and engagement. Fuse has been appointed by easyJet to offer long-term brand-to-brand partnerships with the airline, giving an opportunity to link up with easyJet’s 90 million customers who travel to more than 150 destinations throughout Europe. We excite. 8. (Aviation24.be, 2018) Research dictates that there is scarcity of females in this field. Examples of social media-based airline campaigns include Wow Air's SnapTraveler campaign on Snapchat and EasyJet's Orange Monday campaign on Twitter. The campaign, the first since new CMO Lis Blair took over, aims to create a more emotional connection with consumers as it looks to be known for more than value for money. There is no one channel that sticks out as we look to both dial up and dial down different channels across the different markets,” she explains. 2. It was a slow starter, until Mariah Carey hit no.1 on the Christmas charts – that sent the campaign flying internationally. The advertisement is a combination of statistics, emotions, ambition and empowerment, making the campaign more powerful. From Hotel Chocolat’s smart use of first-party data to Nationwide’s focus on consistency, it’s been a busy week. The focus of the message remained intact, which is motivating women to advance in the field of aviation. September 14, 2018. The video they have created is short, relatable and generates a lasting impression because it is a recreation of a scene from a Hollywood film. The campaign, created by VCCP, will run across Europe and comprises of TV, print and digital. You will be able to take a photograph from, say, Instagram and find that destination on our app and go straight on to booking.”. The campaign, created by VCCP, will run across Europe and comprises of TV, print and digital. easyJet has launched a national campaign in the UK, to inspire more girls to become airline pilots. News Uncategorized. Free Child Places on easyJet holidays: One free child place for every two full paying adults sharing accommodation is available on selected holidays departing between 1/4/22 and 31/10/22, where you see the ‘Free child place’ label, subject to availability. We empower. Elena Davidson, CEO at Liberty Communications, says: “2019 has had its fair share of PR faux pas, including Gillette’s “The best men can be” advertising campaign at the start of the year. By newsroom on June 12, 2019 Agency, Latest, Marketing, PR . Didn't book directly with easyJet? This campaign was successful because it had a definitive mission statement, an effective advertisement that leaves a lasting impression, and positive public relationships, which are evident by the rise in number of female pilots. Dubbed ‘Look and Book’, the extension will be launching in October and Blair says the company is excited about the innovation. Famous Campaigns is an independent blog dedicated to celebrating the best in PR and marketing stunts and campaigns. Startlingly, over one fifth (22%) of male pilots were already chose this career path by the age of five. Watch: EasyJet challenges gender stereotyping. Their strategy is to showcase a better future. This vision was well-articulated, carefully crafted and clearly communicated. These airline marketing campaigns are often fun, interactive and highly visual, making them particularly appealing to millennials. easyJet launch campaign to inspire more girls to become airline pilots. Set to uplifting music, the ad ends with the tagline, “Imagine where we can take you”, Lis Blair, easyJet’s new chief marketing officer, exclusively tells Marketing Week: “We’re known for delivering value for money for our customers and our great staff but now is the time to deliver a big dollop of emotion.”. Last year easyJet had over 30 million seats on offer from London. Creativity and Positivity. easyJet holidays has revealed its debut UK TV advert as part of a multi-million pound marketing and digital campaign to launch the new business, which is aimed at shaking up the sector - featuring flexible holidays with no minimum stay, handpicked quality hotels across Europe and more weekend flights to … “TV is crucial for creating an emotional connection and this campaign is absolutely about inspiring travel but digital remains very important to us. The key message is to hire female pilots, and since females are scarce in this industry, their goal is to shape young minds and bring equality in this line of work. EasyJet pilots will virtually join classrooms and assemblies up and down the country to show young people what their job is really like – and that it’s can be a job for everyone London, UK, 2021-Mar-10 — / Travel PR News / — EasyJet has launched a virtual pilot school visits programme as part of its Amy Johnson Initiative to encourage more girls to become an airline pilot. The video shows a girl dressed as a pilot who is surrounded by boys dressed as the cabin crew staff at EasyJet. We love life and we love what we do. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.. From Campaign US VCCP for easyJet. A soon-to-be launched function will enable users to link seamlessly from a photograph of a destination though to booking. The outcomes of this campaign include acceptance, influence and clarity in values. Furthermore, an article by PR Examples states that “easyJet has set a target for 20% of new pilots joining the airline to be women by 2020” (PR Examples, 2018). Add Value to a Social Cause. Pilots are predominantly male and their higher salaries, relative to other employees, significantly increases the average male pay at easyJet. EasyJet launches a campaign to recruit female pilots of the future. #PublicRelations #FamousCampaigns easyJet PR campaigns | Famous Campaigns The famous PR campaign featuring Stelios and Lorraine 'Luton Airport' Chase holding a replica aircraft and a pair of jeans in 1995. According to YouGov BrandIndex data compiled in August, easyJet is the highest ranked airline for value for money with a score of +39. She explain: “It’s all done through the power of the photo. We support. by Ben Bold EasyJet's viral video challenges gender stereotyping and stars wannabe pilot Hannah Revie EasyJet's brand campaign aims to bring to life the wonder of air travel and inspire people to dream about their. The IT outage that impacted thousands of flights is hitting consumer perceptions of the airline brand. If you continue browsing, we assume that you consent to our use of cookies. The campaign is focused on initiating a change in attitudes by stimulating and motivating young girls to pursue a career in aviation. In order to stand out in a highly competitive industry, they focused on women empowerment, which is a hot topic since the past few years, and in this process, their dynamic and forward vision is demonstrated with clarity. This campaign communicates the need to break the gender stereotype by providing statistics and raising a sentiment of women empowerment. The airline launched its app in December 2011 and Blair says it is now a “crucial” part of the company. Motorway’s first CMO Lloyd Page talks about his ambitions to drive brand growth using his marketing experience from established brands such as John Lewis, MoneySuperMarket and Virgin Media. If you continue browsing, we assume that you consent to our use of, Easyjet CEO: ‘We want to be the most data-driven airline in the world’, Virgin Atlantic expands in-house creative team in marketing effectiveness drive, British Airways brand reputation nosedives in wake of IT meltdown, Growing brands and the value of consistency: Your Marketing Week, Why one CMO swapped big brands for the chance to ‘build a household name’, M&S strategy to sell rival brands marks the end of an era, John Lewis plots local strategy amid ‘economic earthquake’ of Covid. (2018, August 28). The campaign launches tomorrow (14 September) during Gogglebox on Channel 4. EasyJet has paid compensation to a woman who was asked to move seats to accommodate the wishes of ultra-Orthodox Jewish men, and said incidents affecting her were contrary to its policy. EasyJet itself created about 460 jobs for women in higher positions in 2018. The campaign is interesting because EasyJet developed a 56 second clip which is a recreation of a famous scene from the movie Catch Me If You Can starring Leonardo DiCaprio. Female empowerment was a thread in several of this year’s top campaigns. Find a booking’ and entering your surname(s) and booking reference. easyJet worked to inspire more girls to become airline pilots. Learn 8 reasons why this campaign was a roaring success. However, it struggles on other brand measures, failing to appear in the top five for impression or recommendation. Xeim Limited, Registered in England and Wales with number 05243851 Here is my take. easyJet launches campaign to recruit female pilots of the future. Multiple implementation methods demonstrate effective and strategic planning. This is significantly above Jet2 in second place on +23, Flybe and Thomas Cook on +10 and Virgin Atlantic on +9. Easyjet is turning 20 and, speaking exclusively to Marketing about the launch campaign, marketing lead Peter Duffy said it wanted to showcase people's own travel journey over the years towards what it now calls 'Generation Easyjet'. PR Week published an article, Watch: EasyJet challenges stereotyping, wherein the CEO of EasyJet Chris Browne mentions that “It is clear from our research that changing perceptions and ambitions for women starts in school” (PR Week, 2018). easyJet has today launched a national campaign to inspire more girls to become airline pilots. A part of the implementation process involved school and college visits to raise awareness and inspire more women to be in the aviation industry. In a recruitment film released today, the airline reimagined a famous scene from Hollywood movie Catch Me If You Can where Leonardo DiCaprio impersonated a high-flying pilot in an airport. Women were less keen, as only half (50%) had only thought about the career by the time they were 16 – or even older. 7. The airline is now also working with Girlguiding to offer an Aviation badge for Brownies (Rustourism News, 2018). Retrieved from https://www.prexamples.com/2018/08/easyjet-launch-campaign-to-inspire-more-girls-to-become-airline-pilots/, Bold, B.
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