Shaken & Stirred - Influential Brand Profiling and Positioning

Experiential : A show-stopping, immersive experience designed to inspire people to travel

EasyJet and the Netherlands Board of Tourism & Conventions teamed up to create a mysterious plane door, which appeared overnight in Shoreditch.

The door left passers-by intrigued about what is on the other side however EasyJet has recently disclosed that through the door there’s an installation, which provides a show-stopping, immersive experience designed to inspire people to travel.

From today and tomorrow the experience which is free for all, will take visitors on a whistle-stop tour through contemporary Holland guided by a full cast of live actors. Curious passers-by will be instantly transported into a world where they can expect intriguing characters, larger-than-life surroundings and plenty of surprises along the way.

Those unable to experience it over the two days will still be able to see it via an exciting 360 film – produced using the latest technology to capture immersive footage of the activation – and chance to win their very own adventure in a special flight giveaway.

Ian Cairns, Head of Brand and Marketing Services at easyJet, said:

“Generation EasyJet are adventure-seekers and this bespoke, immersive activation totally reflects the fun, energy, exuberance and inclusivity of our brand. We can’t wait for people to experience Holland’s amazing sights without leaving central London. We, along with our partners the
Netherlands Board of Tourism & Conventions, wanted to bring something special to Londoners and show them first-hand what Holland has to offer to inspire them to travel.”

This pop-up is very interesting, I can’t help link it to childhood stories such as Alice in Wonderland and The Wizard of Oz, due to the concept of a mysterious door.