EasyJet has launched a fresh pan-European campaign with the aim of getting travelers to embrace trips to Europe.
'Why Not' follows on from comments made by the boss of the budget airline last week, Carolyn McCall, who admitted that that the UK's vote to leave the EU impacted the brand in the short-term as sterling tumbled against the Euro.
"We took a consumer hit because people think 'oh my God Europe's more expensive', that normalises," said the chief, before announcing that the company's plan to obtain an air operator certificate in Europe was "quite advanced."
Sitting at the centre of its new push is a 40-second spot devised by VCCP which features one traveler embracing adventure as her yearly travel itinerary comes to life inside an easyJet hangar.
Viewers see the hangar transformed into a magical orange-tinted world featuring everything from giant beach balls and orange typewriters, to water-skiers traversing over tarmac and freezing winter wonderlands.
The campaign will also run across print, out of home (OOH), social, experiential and digital OOH with choreographed travellers, shot by The Wade Brothers, encouraging people to embrace a 'Why Not' attitude and explore all the fun that Europe has to offer.
"With ‘Why not?’ we have a brand campaign which not only reminds and inspires people of the reasons why it’s great to travel, but it also underlines how easy and affordable it continues to be to fly with easyJet," said the group's commercial director Peter Duffy.
“There are so many great experiences across Europe which we can connect our customers to - all with fares as low as when easyJet was founded in 1995. Our new campaign captures this and delivers it with a fun and engaging creative concept.”
EasyJet made it clear that it was firmly in the remain camp during the Brexit debate, and following the result it said that it was lobbying the UK government and the European Union to "ensure the continuation of a fully liberal and deregulated aviation market within the UK and Europe," so that EasyJet and all European airlines could continue to operate as usual.