When Southampton International Airport asked us, “How can we promote the easyJet route from SOU to Geneva this winter?” we couldn’t wait to start brainstorming exciting ideas.
Our aim for the campaign was to raise awareness with winter sports enthusiasts of how quick and easy it is to get to the slopes with easyJet flights from Southampton International Airport to Geneva.
Through using creative, impactful and memorable messaging, we were convinced our campaign could sell more flight tickets. We focused on widening our geographic targeting and framed Southampton as the fastest way to the slopes, even if living as far away as West London.
Our first thought was for a celebrity to spearhead the campaign who would really capture our target group’s attention and interest. We were unanimous in quickly selecting Amy Williams MBE, Britain’s first solo Winter Olympics gold medallist for 30 years with women’s skeleton and now TV presenter.
We quickly learned we were spot on choosing her as she told us how regional flights were so important to her when she was training for the Olympics. She really hopes that promoting the ease of getting to Geneva and onto the slopes will encourage young winter sports fans throughout the south to seriously set their sights on training for Olympic Gold themselves.
Steven Marshall, Head of Aviation Marketing and Development said: “Looks brilliant, a stroke of genius getting Amy Williams involved, great job.”
We spent half a day at Southampton International Airport filming Amy with two fabulously orange easyJet skiers. The trio surprised air travellers by skiing through the building and even onto the runway in their bright orange ski bodysuits.
As well as creating a buzz on the day, we turned this into a short promotional video highlighting the ease of hopping off the train, being in the airport terminal in just 99 steps and onto the slopes in two hours.
During the next two days, we released our easyJet skiers into the world, interacting with the general public in Southampton and London, giving out easyJet branded sunglasses and offering them the opportunity to win two return flights to Geneva.