Cannes Lions

easyJet - Double Destinations Guides

BUZZMAN, Paris / EASYJET / 2019

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With the holidays departures, summer is a key period for all the airlines companies.

To distinguish itself from the competition, easyJet had a strong offer we needed to convey: Europe from 35€.

The goals we pursued with this national campaign were varied.

It was obviously about recruiting and converting clients at short term but also to emerge from the cloud (everyone has an "unbeatable offer" during Summer) with a meaningful and surprising communication, promote easyJet's wide network, generate engagement from our community and in the end, increase the brand consideration and brand preference.


French people are the ones who travel the most in Europe (average of 4 trips per year - "Expedia's Multi National Travel Trends 2017")

On the other hand, easyJet promote Europe from 35€.

To gather these 2 actors, we decided to dramatize the accessibility of our tickets.

Because 35€ is a ridiculous price (the price of an hair cut, a dinner, ...), you don't have to worry anymore about the destination to pick for your holidays.

At that price, you can simply travel twice as much.

To make this line concrete for travelers, we created the first double destination guide collection.

A limited edition of 5 double guides mixing completly opposed destinations (Naples / Berlin, Athens / London, Scotland / Canary Islands, Croatia / Denmark, Southern Italy / Netherlands) that we produced with Lonely Planet and sold at the price of one in the best selling bookstores in France.


To reach the 164 million french who traveled in 2017 (DGAC 2017 report), we used an ultra affinity and useful media that will follow them into their suitcases: a travel guide.

This essential travel companion always had a special place in French's hearts with 6 million guides sold each year in France (GfK Consumer Panel 2018 on the book market).

We then partnered with Lonely Planet, the world's leading travel guide, to create the world's first double destination guide collection.

With them, we produced a limited edition of 5 double guides mixing completly opposed destinations (Naples / Berlin, Athens / London, Scotland / Canary Islands, Croatia / Denmark, Southern Italy / Netherlands).

The whole content of 2 destinations sold for the price on one in the major bookstores in France (Fnac, Relay and Amazon) and on Lonely Planet's website.


To convey our travel invitation, we built a strong and integrated media plan.

At its center, our product itself: our collection of 5 double destination guides.

And to raise awarness around them, we had: a national OOH and DOOH campaign all over France, 32 press inserts in daily newspapers in the 8 largest cities of the country, display (tactical banners, sublim skinz and native ads) on specialized travel and lifestyle websites, an influence activation with 10 local influencers in the major cities of France who graciously relay the campaign, display stands in the bookstores solding our guides, and a dedicated social media animation on easyJet and Lonely Planet's social networks.


Thanks to this integrated campaign we succeeded in reaching all of our objectives.

In terms of business, we observed an average increase of our seat occupency rate by 2% and an increase of double destination bookings by 12% vs summer 2017.

In terms of communication, more than 36 million contacts were reached by the campaign, generating over 66 700 interactions on social networks.

But in the end, the enthousiasm from people proved that we introduced a new way of planning (double) holidays.

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