Develop a scalable concept that would inspire people to explore specific locations while also shifting perceptions of "holidays" from a week-long beachside escape to city breaks and shorter stays.
We came up with #WeekendSwap, 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 for a weekend. He documented his #WeekendSwap adventure, showcasing everything that Holland has to offer across his blog and social channels. This appeared in 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 receive a suggested rhyming swap and be in to win a weekend 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 gained during the promotion. More to the point, the tourism board and easyJet were quite happy, and many more versions of #WeekendSwap, adjusted to all tiers of concept roll-out, have been run.
Influencer #WeekendSwap with The Everyday Man