How Creators Helped easyJet ‘Get Out There’—and Up There 🛫 (HBBIP #112)

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With the vacations bearing down upon us, you’ve doubtless both already booked your journey plans or are quickly going to be in determined want of a getaway. Right here at HBBIP Headquarters, I’m hunkering down for the rest of the 12 months, however I’ve received some thrilling journey developing in 2026. As I do analysis for these journeys, or hear about journey plans from mates and coworkers, I’m struck as soon as once more by how central creators have turn into to the fashionable journey trade. 

On the lookout for native hotspots? Financial savings hacks? Ideas and methods for navigating a overseas tradition? Likelihood is, you’re utilizing creators to study extra.

Whereas the journey trade already boasts a booming creator ecosystem, I don’t discuss in regards to the area too often on this e-newsletter. Possibly it’s simply me craving to flee the chilly and/or familial obligations, however I figured that now could be the proper time to take action.

More often than not, in case you’re attempting to get as far-off as folks often need to get through the holidays, you’ll should fly. I’ve beforehand coated a number of airways that leverage creator advertising to soar to new heights, however there’s at the very least yet one more that deserves a better look…

The Prime Model of All Time (of the Week): easyJet

Whereas it may not be as well-known amongst these of my readers who simply celebrated Thanksgiving, in case you’re attempting to do a Eurotrip minus all of the Euros, you’ve most likely heard of easyJet.

Based in 1995 and primarily based out of London’s iconic Luton Airport (you don’t see any chart-topping singles named after Stansted, now do you?), easyJet has flown its approach to changing into certainly one of Europe’s largest low-cost airways, encouraging tens of millions of Britons to ‘Get Out There.’ 

Check out that hyperlink, by the best way—it’s extra than simply some phrases a few slogan. Actually, it does an excellent job of explaining easyJet’s standing as a disruptor and innovator not simply on this planet of journey, however on this planet of journey promoting. Merely put, easyJet has gone creator-first.

This previous January, for its ‘Massive Orange Sale’ marketing campaign, which utilized the model’s longrunning ‘Get Out There’ slogan, easyJet constructed a whole promotional marketing campaign round content material from varied European creators. Through a sequence of immersive 20-second clips, easyJet let creators craft their very own experiential journey narratives, turning what may have been a staid, static marketing campaign into one thing that, to cite that Advertising Communication Information article, “captur[ed] the liberating pleasure of journey in a means that’s genuine, unfiltered, and in contrast to how journey manufacturers usually promote.”

A enormous tip of the cap (dip of the wings?) to easyJet for understanding what so many manufacturers have solely simply begun to know: whenever you let creators inform your story, that story will unfold extra extensively and resonate extra deeply.

We’ve gone a very long time with out a graph. Possibly we must always check out simply how excessive easyJet has managed to fly on social?

easyJet Creator Depend, 2020 – 2025

To start out, I checked out easyJet’s annualized international creator depend. After dipping in 2021—not a giant 12 months for journey—easyJet has rebounded ever since, attracting mentions from a steadily rising variety of creators. With a push through the vacation season in November and December, 2025 is primed to maintain the expansion rolling and surpass its 2024 complete.

easyJet Put up Depend, 2020 – 2025

It’s an analogous story with comparable numbers for the model’s put up depend, which has grown over 3x since that 2021 decline.

easyJet EMV, 2020 – 2025

One metric the place easyJet has already bested its 2024 complete is Earned Media Worth (EMV), the place the model has orchestrated a exceptional 9x turnaround from 2021. The model’s enchancment in 2025 speaks to the runaway (runway?) virality of its creator-centric campaigns, which have sparked widespread buzz for easyJet round each social and conventional media.

easyJet Engagements, 2020 – 2025

Engagements, then again, tells a extra nuanced story. The model has basically plateaued for the final three years, although two extra months will doubtless vault 2025 to the highest of the pack. Nonetheless, it’s not the exponential development we’ve seen for easyJet in different metrics.

easyJet Impressions, 2020 – 2025

It’s an analogous story for impressions. Although there’s extra of a dip in 2024, that is as soon as once more a case the place easyJet is well-positioned to interrupt its personal information this 12 months, underscoring the model’s continuous development.

Whereas we’re international numbers right here—in spite of everything, easyJet companies locations in 45 nations and territories—I additionally appeared into the model’s U.Okay. and Europe figures, and located that the info follows pretty comparable patterns throughout each market. I even investigated easyJet’s U.S. figures, and located that whereas the model boasts smaller numbers stateside, these numbers are rising at an analogous price.

One other factor that stood out to me was how balanced easyJet’s channel figures proved to be. Not like different industries, once I typically know the place engagements and impressions are coming from—skincare is TikTok, tech or streaming are YouTube, vogue is Instagram—I didn’t actually have a baseline for journey. I’ve to do extra analysis to type any definitive conclusion, however going simply off of easyJet, the outcomes are…inconclusive:

easyJet Share of Impressions, November 2024 – October 2025

Trying on the model’s impressions, we see a fairly even cut up between TikTok and Instagram, with sizable contributions from YouTube and Fb. In spite of everything, whether or not you’re a Gen Z backpacker in search of low-cost airfare on TikTok or a pensioner in search of snowbird inspiration on Fb, journey is for everyone.

easyJet Share of Engagements, November 2024 – October 2025

With regards to engagements, the margins tighten just a little bit, however we nonetheless see a fairly even cut up between TikTok and Instagram. It’s not as straightforward as saying that TikTok drives impressions whereas Instagram fuels engagements, as we frequently see for magnificence manufacturers. This can be a entire new dynamic, although it’s clearly indicative of a balanced technique on easyJet’s half.

Other than signature campaigns just like the ‘Get Out There’ initiative, creators faithfully promoted easyJet all year long, underscoring their central function in easyJet’s advertising combine. Whether or not it was micro-creator and TikToker Lois Vent counting down the times to her easyJet journey, or Scottish journey skilled and powerhouse creator Ian G. Black sharing his recs on Instagram, easyJet introduced the world to social media customers earlier than it introduced these social media customers to the world.

I’m making a giant guess on journey to emerge as one of many creator economic system’s key verticals in 2026, and types that get it—manufacturers like easyJet—might be main the cost. I for one might be monitoring easyJet’s continued development, which is able to hopefully embody North American growth someday quickly. Critically: in case you’re listening, easyJet, anytime you need to ‘Get Out There’ to a New York Metropolis-adjacent airport, that may be alright by me.

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