EasyJet’s cheeky riposte to BA campaign

EasyJet is to run a print and online campaign responding to the launch of British Airways’ new strapline “To fly. To Serve”.

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The low cost airline will run an ad with the message “To fly. To Save” and the copy lines: “When we launched 15 years ago, those four words summed up what we believed in. And they still do. We don’t need to paint them on our tailfins, like some advertising slogan. That would just be a waste of your money.”

The airline, which this week agreed to increase its interim divided payment to shareholders after coming under pressure from founder Sir Stelios Hajo-Ioannou, is following a strategy of aggressively courting business travellers for European flights.

BA unveiled its new campaign and accompanying investment in its business earlier this week. A lavish ad debuted on Facebook focusing on the flag carrier’s heritage with the aim of building trust and confidence in the brand.

BA ran a campaign targeting low cost airlines last year under the banner “high value flying”.

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