Images emerged over the weekend of an easyJet A320 in what looks like a new livery. Gone are the billboard titles and URL (or telephone number) that have been easyJet’s trademark since the beginning. It’s still not clear if this new look is official or if it’s just a short-term paint job on a leased airplane. There has been no official announcement from the airline.
#easyJet new paint scheme at #Malpensa @aptlombardi @ATWOnline @AviationAirRout @easyJet @infoMalpensa @RunwayGirl pic.twitter.com/6HUozhAE1C
— MXPhotos (@MXPhotos_it) December 15, 2014
Welcome to the 15th issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. This week, easyJet borrows from Pepsi, Singapore Air brings you the world, and Norwegian goes all the way.
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There’s one facet of airline branding that’s subtle, yet intensely symbolic. And best of all, it doesn’t cost a thing. It’s the flight number.
In the age of rail, railroads often reserved lower numbers for their most prestigious trains. By the jet age, Pan Am used “flight 1″ for its fabled round-the-world service (flight 2 flew the same route, but in the opposite direction.) The flight an airline designates as “flight 1″ has powerful meaning. It may reflect the airline’s history (as in the cases of Southwest, JetBlue, and American.) Or it might reflect present priorities (as for Air Canada.) Sometimes flight 1 can give you a deep insight into an airline’s soul. And sometimes not.
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There’s a major shift going on at Germany’s largest airline, and it goes far beyond a new advertising agency.
This month, Lufthansa launched a new advertising campaign with the tagline “Nonstop you.” It’s the first new campaign from Kolle Rebbe, Hamburg, which won the business from McCann Berlin last year. And it seems to signal a very different Lufthansa.
The first television commercial, starring three adorable owls, is after the jump.