easyJet Traveller
Transforming easyJet’s inflight magazine into an award-winning publication that redefined the airline’s brand.
CLIENT
easyJet
WORKED WITH
Ink
ROLE
Group Art Director
easyJet needed to shed its image as a low-cost airline and reposition itself as a leading leisure and business carrier.
The challenge was to create a premium inflight magazine that resonated with a diverse audience, showcased the airline’s extensive network, and attracted high-quality advertisers. The magazine needed to balance easyJet's brand messaging with engaging, aspirational content, offering passengers an upgraded experience that aligned with the airline's evolving brand identity. Additionally, the project required a fresh approach to content and design that would stand out in a crowded market.
The magazine was reimagined with a focus on premium sensibilities and innovative design. We introduced uncoated, textured cover stock and increased the magazine's pagination to enhance its tactile appeal. Content was upgraded to include insights, tips, and cultural pieces infused with personality and tone. A network of top-tier creators was assembled, ensuring the magazine remained cutting-edge and engaging. Smart new sections and high-production-value formats were introduced, with glossy advertorials tailored to specific destinations and business sectors, appealing to advertisers. PR-able stunts and activations, such as graffiti walls and a 6ft chocolate cake, to boost awareness.
The revamped magazine was a commercial and critical success. Revenue increased by 30%, driven by the monetisation of content and strategic partnerships. Audience engagement soared, with four out of five travellers reading the magazine, and easyJet expressed immense satisfaction, adopting our branding and tone of voice as best practices across their other agencies. The magazine won multiple awards, including the Travel Media Awards Customer Magazine of the Year in 2015 and 2017. This project not only elevated easyJet’s brand but also set a new standard for inflight publications.
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