EasyJet is readying a £12m pan-European campaign, the first to come from Lis Blair since she was appointed to the reinstated role of chief marketing officer earlier this year.
Created by VCCP, the ad runs with the tagline 'Imagine Where We Can Take You' to showcase the wonder of air travel to potential passengers. It will run from 14 September, premiering during Gogglebox on Channel 4, with media planning and buying by OMD.
Playing over the heightened reality imagery of familiar holiday scenes is Cat Power’s track ‘Dreams’. The spot was directed by The Sacred Egg through Riff Raff Films.
Media will run across TV, press, cinema, social and digital outdoor, featuring images shot by Thomas Prior.
Blair said: “This new brand campaign moves EasyJet to a more emotional positioning as we continue our growth across Europe, using beautiful and imaginative travel imagery to inspire our customers.
“With over 1,000 routes our customers can reach so many great experiences across Europe, and this new campaign captures this with a moving and engaging creative concept.”
Andrew Peake, chief executive of VCCP, added: “Working with the team at easyJet, we're very proud of this latest campaign which brings a new and emotive take on the Generation easyJet idea. The campaign takes people on a flight of imagination as we inspire travel across Europe.”