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Going on virtual and vicarious holidays with easyJet

Going on virtual and vicarious holidays with easyJet

The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. With the world and news agenda fast-changing around us, now’s the time to get agile in how we think and work.

This newsletter brings you the best of the week in the ‘new normal’, straight from the desk of the Innovation team.

This week, Innovation’s Associate Partner Rebecca Cary is exploring more exotic vistas – via easyJet’s latest campaign.

The daily grind of a third national lockdown, ft. January blues, is a reality for many. Whether working from home, working and schooling from home, or on furlough, many of us will have dreamed of jet-setting away to sunnier climes or for our favourite winter sport. (With three – perhaps optimistically booked – ski trips cancelled in the last 12 months, I certainly hold my hand up).

To help soothe away the blues for housebound Brits, easyJet has launched a new campaign featuring a series of relaxing European landscapes. Rolled out across their ‘gram, the campaign features a quartet of scenes – from sunny Budapest, an idyllic Greek coastline or the Austrian ski slopes with picture-perfect snow.

#HolidayDreaming has been launched to, “provide the public with some well-deserved time to take a little break” according to Lucy Outram, head of brand and central marketing for easyJet. In true pandemic fashion, this campaign launched with the backdrop of rumours circulating around closure of travel corridors, hotel quarantines and so on.
With social media scrolling up 42% since the start of the pandemic (1), and 74% of consumers wanting to hear from helpful brands (2) easyJet have certainly tapped into two strong trends that have emerged since Covid-19. You can’t blame the optimism and desire to return to normal – and not just for the survival of their business, sadly one amongst many.

As GWI (3) reports, while nine out of 10 consumers globally say it is important for businesses to get back to normal, this intent might not yet translate into action. A feeling of safety is an overriding factor in the consumer mindset.

In the meantime, brands must continue to invest in the ever-increasing important of their digital storefront. Unsurprisingly, the importance of digital and commerce has shifted up another gear in the last 12 months. The competition is just a click away. “Entertainmerce” – livestream shopping – is now amongst the top drivers influencing a purchase decision amongst consumer – up with brand purpose / social responsibility during Covid, and of course free-returns (a sign some things will never change).

While #HolidayDreaming isn’t quite entertainmerce in the strictest definition, it is strong content from a brand needing to retain consumer engagement and loyalty. easyJet has made a bold attempt to channel consumers wants and needs, during an extremely volatile environment.

For me, #HolidayDreaming is just too much of a harsh reminder of how much I wish a sunnier climate was just a short plane ride away. In the meantime, I will remain at my ‘home-office’ (or is it my lounge?!) with the rain beating against the windows…

1 – Kantar Covid-19 Barometer 2020
2 – Ipsos – Covid-19: The Creative Fightback 
3 – GWI -Connecting the dots 2021

By now, most of us are familiar with TikTok, the video-sharing social media platform – however, the majority of us have not made our presence known on the app.

TikTok has launched a new Creator Portal to help guide and give tips to creators in order to maximise their in-app presence – as they put it, “to make creating easy“.

The Creator Portal platform is divided into some of the most frequently asked questions and gives insights split into the following sections:

  • Getting started on TikTok
  • TikTok creation essentials
  • TikTok foundations for success
  • TikTok content Strategy
  • Community guidelines and safety
  • Getting paid to create

Want to know more? Investigate it here

This week’s tip comes from Account Manager, Katie Duffell:

One of the few upsides of lockdown (in my opinion) is that suddenly it’s as easy to catch-up with your friends or family hundreds or thousands of miles away as it is to see those who live round the corner.

However, with everyone’s interests in Zoom quizzes waning, in our house we’ve been testing out a selection of online games to play.

Codenames, is a popular board game in which two teams compete by having a “spymaster” give one-word clues that can point to multiple words on the board. They have built a lovely online adaptation, which is user friendly, easy to learn and great for ranging ages and group sizes.

Find the game platform here.

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