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June 16, 2008

easyJet Flip-flop Amnesty experience has CSR focus

To promote its range summer routes from Bristol Airport, low-cost airline easyJet recently launched a Flip-flop Amnesty Day, using an eye-catching orange double-decker interactive bus, which toured Bristol.

Invited to bring their old and worn flip-flops, Bristolians climbed aboard and exchanged them for a new orange easyJet pair. With an eye firmly fixed on sustainability, the European Recycling Company was at hand, collecting the old flip-flops to recycle by distributing them to developing countries.

The bus, created by agency Beatwax, also gave visitors the the chance to win some great prizes, including flights, easyJetHolidays, beach balls, baseball caps and flip-flops ahead of the summer holiday season.

The bus was originally used in the first leg of the easyJetHolidays tour in Manchester, to create awareness of their new routes out of the city.

"easyJet has increased the number of routes from Bristol over the past year, adding great, new summer destinations such as Biarritz, Olbia and Split from our largest base outside London," said the airline’s UK general manager David Osborne. "We're particularly delighted to have teamed up with The European Recycling Company to offer the people of Bristol the opportunity to exchange their old flip-flops for new ones and, in doing so, to provide a vital source of footwear to people throughout developing countries."

Commenting on the experience, Beatwax managing director Michael Brown said: "Extending our easyJetHoliday fun bus idea was great, especially after its success in Manchester. "The fact that our campaign will go towards helping less fortunate people makes this event even more worthwhile.”

Beatwax enlisted media partners Star and Kiss FM, which both did radio call outs to help promote the activity.

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