Get kids hooked on a book.

We would engage with 750,000 UK families by turning the airline’s entire fleet into holiday reading libraries for kids.

Thousands of copies of classic children’s books took to the skies in 147 aircraft (‘Flybraries’) to help get youngsters hooked on a book at the start of their Summer vacation.

Kids could start reading books on the flight and then when they land - download free digital copies from a microsite.

We negotiated a deal with publishers, to supply seven thousand copies of children’s classics (including Peter Pan, Alice’s Adventures In Wonderland, The Wizard Of Oz, and The Railway Children) - to be made available on board easyJet’s UK fleet of 147 aircraft.

Children left the stickered books on board for the next passenger to enjoy.

Activation: We staged a press event to launch the initiative at London’s Gatwick Airport inviting media and Dame Jacqueline Wilson to attend.

The best-selling author met cabin crew and ground staff and also delighted young customers as she read from and signed copies of her latest bestseller.

Branded deckchairs featuring the classic titles were unfolded at the bag drop area and on the airfield. Young passengers were invited to relax and enjoy a book prior to boarding.

We released a video news release and a set of engaging editorial pictures to accompany the official announcement.

We worked closely with the in-house marketing team to amplify our idea.

750,000 UK families would hear about the initiative via a series of targeted pre- flight emails.

The initiative would be promoted across the airline’s key social feeds.

There would be giant screen airport displays as well as extensive coverage in the customer magazine.

Customers were full of praise for the initiative - easyJet’s Twitter and Instagram timelines were lit up with glowing comments over the course of the Summer.

Over 100 high value news and broadcast articles were secured in the first 24hours.

Media coverage had a combined reach of 487 Million.

Stories, features&interviews appeared in high profile key titles including; The Times, FT, Sunday Times, Independent, Daily Telegraph, Mail Online, Daily Mirror, Evening Standard, Daily Express&Metro.

Key messaging appeared in 99.9% of articles.

The campaign generated over 5 Million Twitter impressions in the first 24hrs.

The initiative won praise from influential third parties including the Government’s Schools Minister Nick Gibb MP and the National Literacy Council.

Over 1Million video views of our news reel were generated from embeds from some of UK’s biggest portals including MSN, Yahoo and BT.

EasyJet is attracting more families than ever, with bookings up 15% year-on-year.