DOUBLE DESTINATION GUIDES

Short List
ClientEASYJET
Category A07. Travel
TitleDOUBLE DESTINATION GUIDES
Product/ServiceDOUBLE DESTINATION GUIDES
Entrant BUZZMAN Paris, FRANCE
Idea Creation BUZZMAN Paris, FRANCE
Credits
Name Company Position
Georges Mohammed-Chérif Buzzman President and Executive Creative Director
Thomas Granger Buzzman Vice - President
Julien Levilain Buzzman Managing Director
Julien Doucet & Lilian Moine Buzzman Creative Directors
Stéphane List Buzzman Artistic Director
Antoine Moittié Buzzman Copywriter
Hadrien Brice Buzzman Artistic Director Assistant
Margaux Hontang Buzzman Artistic Director Assistant
Loïc Coelho Buzzman Account Director
Sacha Hanras Buzzman Account Executive
Julien Scaglione Buzzman Head of Social Media
Robin Delepine Buzzman Social Media Consultant
Amélie Juillet Buzzman Head of Communication & PR
Paul Renaudineau Buzzman PR & Communication Manager
Suzanne Langlais & Victoire Fouquet-Lapar Buzzman PR & Communication Assistants
Dee Perryman Buzzman Rights Management
Vanessa Barbel Buzzman Head of TV Production
Fany Maupou Buzzman Print Production
Assya Mediouni Buzzman Production
Jeremy Bouchet Buzzman Photographer

Why is this work relevant for Direct?

With this operation, we wanted to make easyJet's promise of accessibility (Europe from 35€) concrete. A promise we addressed directly to travelers thanks to an ultra affinity and useful media that will follow them even into their suitcases: a travel guide. Our double destination guide collection, made with Lonely Planet in limited edition, was a combination of two destinations sold in one single guide at the price of one, in order to let people experience our brand message: Europe at 35€. At that price, let's travel twice as much.

Background

With the holidays departures, summer is a key period for all the airlines companies. To distinguish itself from the competition, easyJet had a strong offer we needed to convey: Europe from 35€. The goals we pursued with this national campaign were varied. It was obviously about recruiting and converting clients at short term but also to emerge from the cloud (everyone has an ""unbeatable offer"") with a meaningful and surprising communication in order to increase the brand consideration and brand preference.

Describe the creative idea

To promote our travel invitation, incarnated in the brand's promise Europe from 35€, we created the first double destination guide collection. A limited edition of 5 double guides mixing completly opposed destinations (Naples / Berlin, Athens / London, Scotland / Canary Islands, Croatia / Denmark, Southern Italy / Netherlands) that we produced with Lonely Planet and sold at the price of one in the best selling bookstores in France (Relay Stores, Fnac and Amazon) to invite people to travel twice as much during their summer holidays.

Describe the strategy

French people are the ones who travel the most in Europe with an average of 4 trips per year (against 3.5 in the UK or Germany) according to the study ""Multi National Travel Trends - Connecting the Digital Dots"" led by the Expedia group in 2017. That makes them a really important target to convert for easyJet. To increase our brand consideration and convey our invitation of travel, we decided to address directly these travelers thanks to an ultra affinity and useful media that will follow them into their suitcases: a travel guide. This essential travel companion always had a special place in French's hearts with 6 million guides sold each year in France (source: GfK Consumer Panel 2018 on the book market). We then partnered with Lonely Planet, the world's leading travel guide, to create the world's first double destination guide collection.

Describe the execution

To convey our travel invitation, we built a strong and integrated media plan. At its center, our product itself: the collection of 5 double destination guides, produced with Lonely Planet and sold in Relay stores, Fnac and Amazon. And around them, a OOH and DOOH campaign all over France, press inserts in daily newspapers in the largest cities of the country, display (tactical banners) and a dedicated social media animation.

List the results

Thanks to this integrated campaign we succeeded in reaching all of our objectives. In terms of business, we observed an average increase of our seat occupency rate by 2% and an increase of double destination bookings by 12% vs summer 2017. In terms of communication, more than 36 million contacts were reached by the campaign, generating over 66 700 interactions on social networks. But in the end, the enthousiasm from people proved that we introduced a new way of planning (double) holidays.