Briefed by easyJet to run a campaign that resonates with family flyers, Taylor Herring looked at the difficulties parents can face keeping kids occupied during flights and the fact childhood reading rates are low.
The answer was to turn easyJet’s UK fleet into holiday reading libraries for kids – aka ‘Flybraries’. Thousands of classic children’s books were placed in 147 aircraft to get youngsters hooked in-flight. On landing, they could download free digital copies of the stories.
The target audience was affluent family flyers, especially adults guilty about the amount of the time their children spend on digital devices.
Former children’s laureate Dame Jacqueline Wilson selected a range of children’s books that encompass the spirit of adventure. Deals were negotiated with publishers to supply 7,000 copies of titles including Peter Pan, Alice’s Adventures In Wonderland and The Wizard Of Oz.
For the launch at Gatwick, Wilson met cabin crew and read from her latest book to young customers in branded, themed deckchairs. A video produced to accompany the announcement was promoted to 750,000 UK families via pre-flight emails.
The campaign generated more than 100 news and broadcast articles in 24 hours and media coverage had a total reach of 487 million – key messages appeared in 99.9 per cent of the articles. Family bookings grew 15 per cent year on year.
"Brilliant insight - such a simple, heartwarming idea that genuinely changed brand perception"
Thousands of copies of children's books took to the skies in 'The Flybrary' as part of a purposeful easyJet campaign designed to get youngsters hooked on a book at the start of their Summer holidays and affirm the airlines' family friendly credentials.