Develop a scalable concept that would inspire people to explore specific locations while also shifting perceptions of "holidays" from a week-long beachside escapes to a notion also including city breaks and shorter stays.
We came up with Weekend Swap, encouraging people to swap their everyday for a weekend away with easyJet.
Our tiered approach mixed charming rhyming creative with optional amplification like influencer marketing and editorial partnerships. Happily, we launched with a full-scale approach, working with Time Out, the Everyday Man, and the Holland Tourism Board.
We sent the Everyday Man to Amsterdam, Rotterdam, Utrecht, and the Hague in the span of a weekend. He documented his Weekend Swap adventure, showcasing everything that Holland has to offer across his blog and social channels. This also informed a month-long partnership with Time Out, starting with a coverwrap and continuing with a site takeover and weekly advertorial content. On easyJet's social channels, we ran our own #WeekendSwap competition; people could send in their weekend plans to get a suggested rhyming swap and be in to win a weened away of their own.
Our campaign reached over half a million people on easyJet's social channels with more than 30K interactions spread across Facebook, Instagram, and Twitter. Campaign mentions generated an 86% positive sentiment result, likely contributing to the 5K+ Twitter Followers we gained during the promotion. More to the point, the tourist board and easyJet were quite happy, and we'll be rolling out more versions of Weekend Swap in the months to come. We were also featured in LBB online.
Influencer #WeekendSwap with The Everyday Man