Last week, British Airways launched its biggest campaign to date, costing a staggering £20m. Playing on the airline’s motto “To Fly. To Serve” the retro-style campaign looks over BA’s 90-year history and plays on the company’s heritage and good service.

However, it hasn’t taken long for rival airline EasyJet to create a tongue in cheek campaign, ‘To Fly. To Save.’ mocking BA’s new slogan and positioning.

EasyJet’s advertising copy, very controversially, plays off the British Airways Facebook page text and also the fact that BA intend on painting their slogan back onto the tailfins of their aircrafts, which were featured on the original aircrafts 90 years ago.

British Airways– “To Fly. To Serve” These four words were painted on the tailfins of our early aircraft. They’re rarely noticed, but they’ve always been at the heart of everything we do. Because they’re not a slogan. They’re a promise.

EasyJet– “To Fly. To Save.” When we launched 15 years ago, those four words summed up what we believed in. And they still do. We don’t need to paint them on the tailfins, like some advertising slogan. That would just be wasting your money.”

This isn’t the first time EasyJet have taken advantage of competitors’ actions, back in February they released advertisements with the copy “Why risk BA? Make a date with us.” when British Airways cabin crew decided to go on strike.

Some people may disagree with this form of tongue in cheek advertising, but it does infact act as a very effective advertising strategy. Especially for EasyJet, whose rival released their biggest campaign to date, catching the attention of many.

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