Client: easyJet Holiday’s
Summer holidays are synonymous with jumping in the pool, frolicking on the shore and swimming in the sea; but for some people this isn’t the reality. Simply, because they can’t. One in three British adults can’t swim the length of a pool. Nine million Brits are unable to swim at all. But for those that can, it’s often the best bit of a holiday. We saw an opportunity to genuinely help our core family audience, and created the easyJet holidays Swim School – an initiative in partnership and the RLSS UK and Better Gyms which gave Brits the opportunity to gain free swimming lessons ahead of the 2025 summer break. The campaign was fronted by Olympian Tom Dean, and resulted in an 8% YoY uplift in beach trading.
