News

easyJet Route Launches July 2005

5 July 2005

In July 2005 we managed easyJet’s announcement of five new routes from Belfast International Airport to Rome, Berlin, Geneva, Palma and Inverness.

To create a sense of occasion for the inaugural passengers, the main activity focussed on themed check-in which typically for a low-cost airline, had a strict budget. A Scottish theme with a piper, tartan-clad Scottish dancers and refreshments greeted Inverness passengers. A Swiss theme check-in greeted our Geneva passengers complete with entertainers, lederhosen and ukulele.

In the week preceding the inaugural flights, we ran a radio promotion on CityBeat ‘easyJet Toga Team’ creating excellent brand visibility in the city centre. Based around one of the new destinations, Rome, we had a city centre toga team in Roman costume handing out branded balloons. Flights tickets were offered to the public when they tracked down the elusive orange toga.

The route launches were a great success with widespread coverage in national daily, regional and broadcast press.

Considerable follow up work is now being done to ensure the new routes are kept high in the public’s mind through familiarisation trips for journalists and rooting out local business news stories which demonstrate the savings that can be generated for business by flying low-cost carriers.