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.
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.