Is it a plane? Is it a library? No it's a Flybrary.

Taylor Herring takes off with easyJet

Background

Keeping the kids constantly entertained during the long Summer holidays is a challenge for most parents.

Europe’s leading airline easyJet briefed us to land an engaging and purposeful campaign that would resonate with family flyers in the run-up to the big Summer get-away.

Research

We commisioned an extensive piece of research into family holidays.

The study revealed that the number of children reading for pleasure is at an all-time low.

Our poll of 2,000 British parents revealed that over 8 in 10 parents (83%) say children are reading less in comparison to when they were younger.

In fact 25% less over the summer holidays - over the course of a generation.

This summer easyJet would fly 750,000 families out of UK airports on their holidays.

Which meant it would have a unique opportunity to get kids hooked on a book while they’re on the plane.

The Idea

What if we could install holiday lending libraries on easyJet's entire UK fleet?

Planes could become Flybraries.

Planning

We contacted former Children’s Laureate Dame Jacqueline Wilson about the campaign - and she loved the idea.

Wilson, who has sold over 40 Million books in the UK alone, agreed to select a range of classic children’s books to be stocked on board that would encompass the spirit of travel and adventure.

We negotiated a deal with publisher Penguin Random House 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.

The idea is that kids can start reading books on the flight and then when they land - download free digital samples of other classics to try, plus Wilson’s latest bestseller, Wave Me Goodbye, from a dedicated microsite (easyjet.com/bookclub).

Children will then leave the books on board for the next passenger to enjoy.

Execution 

We staged a press event at Gatwick Airport inviting media and Dame Jacqueline Wilson to attend.

We released a video news release and a set of engaging pictures.

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

Branded deckchairs featuring the classic titles were unfolded at the bag drop area and on the tarmac.

Young passengers were invited to relax and enjoy a book prior to boading.

 

 

Intetegrated Communications

We worked closely with the easyjet marketing and brand team at every stage of the concept development to ensure that we could maximise communication through the airline's own channels.

750,000 UK families would hear about the initiative via targetted pre-flight emails.

The inititaive would be promoted across the airline's key social feeds Facebook, Twitter and Instagram.

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

Cabin crew were fully briefed about the campaign before the Flybraries took to the skies and they loved the idea.

 

Outcome

 Over 75 high value articles have been published to date.

Stories, features and interviews appeared in The Times, Sunday Times, Independent, Daily Telegraph, Mail Online, Daily Mirror, Evening Standard, Daily Express and Metro.

Combined circulation/reach of 487 Million.

The campaign has generated over 5 Million Twitter impressions

The initiative won praise from the Government's Schools Minister Nick Gibb MP.

Over 1 Million video views from embeds on the UK's biggest portals including MSN, Yahoo and BT.

Customers have been full of praise for the initiative - easyJet's twitter timeline has been lit up with glowing comments.

Most importantly we made the Summer Holidays (slightly) easier for 750,000 parents and even better for their kids.