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easyJet makes local dialects "fly"
Client
easyJet
Objective
- Position easyJet as one of the main players in the Italian market, about domesitc routes too.
- Communicate the company's concern and love for Italy,more then its intention to continue investing in our Country.
Target
Press.
Strategy
Declare easyJet’s love for Italy and its commitment towards Italian passengers by linking to the public debate - taking place on the media and within the politic world - about regional dialects and the importance of their valorization as an expression of local cultures.
Activities
In July 2009 in Italy a controversy about the usage of regional dialects exploded and caught media attention for many months.
Aida Partners suggested easyJet to distribute a press release saying that the Company was considering to introduce different italian dialects onboard for cabin crew announcements.
The press release was sent with 2 mp3 files, one with an example in Milanese dialect and another in Neapolitan dialect.
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