EasyJet launches television campaign with new strapline

EasyJet is to launch its first national television campaign in November, introducing a new positioning strapline, expected to be “Come on let’s fly”.

The new line will replace the low-cost airline’s original strapline “the Web’s favourite airline” and the TV ads will also introduce a “sonic signature” for the brand.

The positioning has been developed because the company thinks that the public is fully conversant with the internet and the easyJet online booking model. Fierce competition from low-cost rivals, such as Ryanair and bmibaby, and full-service airlines that have made their fares cheaper, means easyJet has been forced to adopt a brand position based on more than just cheap prices.

The initiative has been overseen by commercial director Mike Cooper, who plans to leave the company by the start of next year (MW last week).

The ads are expected to break on easyJet’s ninth anniversary on November 10. The campaign is believed to have been created by the easyJet marketing team, working with an advertising agency.

EasyJet usually generates its advertising internally but agencies have previously contributed ideas. Its recent “Discover weapons of mass distraction” press and outdoor campaign came under fire with complaints to the Advertising Standards Authority. However, the ad was cleared (MW July 31, 2003).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here