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).