EasyJet abandons price-led campaigns for green focus…

EasyJet is planning a major shift in advertising strategy away from price-driven offers to promoting its green credentials. It would be the first airline to focus on the environment rather than price.

A campaign highlighting EasyJet’s efficiency in reducing carbon emissions will break in the New Year. It will be developed through its agency Ogilvy & Mather. The change in strategy follows the publication of a report into the economic consequences of climate change, written by Sir Nicholas Stern. The report, which was launched last week, is expected to mark a turning point in consumer attitudes towards the environment. Industry experts say the European short-haul airline market is likely to face decline and that carriers should act now to reposition themselves as “the most environmentally friendly rather than the cheapest” to ensure survival.

Liz Tinlin, a board director at marketing consultancy Added Value, says: “Those [airlines] that survive will be the ones that cut out the grief, denial and anger at the necessary measures and reposition their brands and business models so that fuel efficiency replaces price as the main driver of sales.” A spokesman for EasyJet says: “There are obvious benefits to pushing our environmental credentials as part of our advertising. We’ll be breaking the first of our new advertising that focuses on green issues early next year. I see nobody else that is likely to beat us to it. Ryanair is still using ‘get out of your car and walk’ sort of language so we think we’ll be the first. Although it’s not a race, it’s a serious business.”

Meanwhile, the airline is launching a campaign on ATM:ad, the cash machine advertising network. The ads, which break this week, aim to highlight special flight deals from selected airports across the UK. It will run for two weeks on 171 ATMs in Newcastle, the East Midlands, Liverpool, Bristol and Belfast.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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