EASYJET: ‘TANNING SALONS’

Launching a new airport hub... with an apology

PROBLEM: Promote an airport in the Thames Estuary.

SOLUTION: Use tanning salons rather than tanned holidaymakers.

MEDIA: OOH/PRINT

When easyJet started to run flights from London Southend, we decided to try an unexpected angle to promote their latest hub.

Rather than opt for the travel-industry wallpaper of sandy beaches and smiling families (which sells holidays rather than hubs), we issued an apology. Playing on the stereotype of sunbed-loving Essex folk, we announced the new airport by saying sorry to the local tanning salons for their forthcoming loss of custom.

The campaign ran in press, on Essex-bound train services and at stations in London and Southend.