EASYJET: ‘BUSINESS SENSE’
Persuading corporates that easyJet means business
With a nod to Charles Vallance for the headline
MEDIA: PRESS
Having won over leisure passengers, easyJet had its sights on disrupting the complacent - and potentially lucrative - world of business travel. But how compelling would its value proposition be to audiences that weren't spending their own money?
In order to position easyJet as a suitable airline for business travellers, we had to consider two main audiences - the people holding the purse strings and the people who actually have to get on the plane. We needed to persuade those responsible for procurement that flag carriers, glasses of bubbly and special lounges are an unnecessary waste of travel budgets when travelling short-haul. But we also had to position easyJet as an airline for business travellers in the same way the airline is now considered a no-brainer by leisure passengers. We did this by banging on about the things that really matter to them - punctuality, a network of major hub airports and never having to fight for a seat.
Turning all this into some ads meant long copy in prestigious titles like The Economist, while remaining true to to easyJet’s irreverent and disruptive brand. It also meant art direction that veered towards classy modernism over cheap and cheerful.