Budget airline easyJet has created an immersive theatre experience, partnering with the Netherlands Board of Tourism and Amsterdam Airport Schiphol to bring the sights and delights of Holland to London.
The stunt is part of the brand's wider pan-European 'Why Not' campaign, which launched last month with the goal of getting travelers to be spontaneous and embrace trips to Europe. The push has been created by VCCP, with experiential agency Bearded Kitten producing the live activation.
Kicking off on Friday (14 October) and running for two days, the event will see a mysterious plane door on London's Shoreditch High Street become a gateway to a surreal adventure. The experience mimics the hero ad at the centre of the 'Why Not' push, which features one traveler embracing adventure as her yearly travel itinerary comes to life inside an easyJet hangar.
Visitors in the east end of the capital will be taken on a whistle-stop journey through contemporary Holland guided by a cast of live theatre actors, with easyJet saying that curious passers-by can expect "intriguing characters, larger-than-life surroundings and plenty of surprises along the way."
Those unable to pop down will be able to instead watch the stunt via a 360-degree film, which will also give customers the chance to enter a promotion which could see them win a trip away.
"Generation easyJet are adventure-seekers and this bespoke immersive activation totally reflects the fun, energy, exuberance and inclusivity of our brand," said Ian Cairns, head of brand and marketing services at easyJet. "We can’t wait for people to experience Holland’s amazing sights – a destination that is the perfect match for our campaign."
Meanwhile, Sandra Ishmael, the director of UK and Ireland at the Netherlands Board of Tourism and Conventions lauded the campaign for bringing Holland to life in a "unique and capitvating" way.
"The experience really showcases our Holland City campaign strategy by taking the visitor on a journey beyond Amsterdam. The virtual experience captures the true essence of Holland and highlights why it continues to be such a major destination for visitors from the UK.”
The brand's move to encourage people to embrace European travel follows on from comments made in September by easyJet boss Carolyn McCall, who admitted that the Brexit vote had 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 firm's plan to obtain an air operator certificate in Europe was "quite advanced."