How easyJet Used Whisky To Promote Its Aberdeen Route In The '90s

Simple Flying

By Mark Finlay

Published Jan 26, 2022

EDITORIAL USE ONLY The first holiday and leisure flight, destined for Faro in Portugal, takes-off at Gatwick Airport, as easyJet relaunch flights from the UK to green-lit destinations today, for the first time this year. Picture date: Monday May 17, 2021. PA Photo. Picture date: Monday May 17, 2021. Photo credit should read: David Parry/PA Wire

Today marks the 26th anniversary of easyJet flights between London Luton Airport (LTN) and Aberdeen International Airport (ABZ). When easyJet founder Stelios Haji-Ioannou decided to make the "Granite city" the no-frills airline's third Scottish destination after Edinburgh and Glasgow, he knew he would be competing with British Airways on the London to Aberdeen route. To help make easyJet a more appealing option, Mr Haji-Ioannou decided to promote the new Scottish route by giving passengers a complimentary bottle of whisky.

The catalyst behind easyJet wanting to fly to Aberdeen was that the North Sea oil boom was still in full swing, with plenty of rig workers flying back and forth between London and Aberdeen. There was also vast wealth and plenty of jobs created in industries that sprang up to complement the oil and gas industry making North East Scotland a hot location.

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Aberdeen became the worlds busiest commercial heliport

Virtually overnight, Aberdeen Airport (ABZ) went from being a sleepy regional airport to becoming the most extensive commercial heliport globally. Today the helicopters account for around half of Aberdeen Airport's business, with close to half a million passengers a year flying between the heliport and the offshore oil and gas platforms.

Aberdeen Heliport. Photo: Stuart Laird via Wikimedia

Seeing the potential to fill seats by offering low-cost fares, easyJet had difficulty attracting employees from big oil companies like BP, Shell, and Texaco. Their corporate employees and oil workers were all hooked on earning British Airways miles that they could use for future vacations.

easyJet appealed to small and medium-sized companies

easyJet did, however, make significant inroads with small and medium-sized businesses and leisure travelers looking to fly to London with fares far less expensive than what BA was charging. While easyJet had no intention of starting a loyalty program of its own, it did launch a campaign that caught the public attention. Previously easyJets marketing campaign consisted of writing their phone number on the sides of its aircraft, and while this was cost-effective, it did not create much media attention.

If you were to ask a person on the street to name a product that Scotland was famous for, nine out of ten people would say Scotch whisky. A lightbulb went off in Haji-Ioannou's head, suggesting he could help promote the new route and gain the media's attention by offering £69 one-way full-fare passengers a bottle of complimentary whisky. The only stipulation was that they had to save the bottle for the annual Christmas party if they were flying on a company-bought ticket.

The campaign attracted media attention

The campaign not only brought easyJet brand awareness it also helped cement its image as the little guy taking on the big established national flag carriers. 26-years later, easyJet still offers three flights a week to London Luton Airport from Aberdeen Airport on a Thursday, Friday, and Sunday. Starting in February, easyJet will start flying to LTN from AZB every day except Saturday. Fares for a one-way ticket start at £19.99 for the 1 hr 25min flight.

Did you ever get a free bottle of whisky from easyJet? If so, please tell us about it in the comments.