Director of communications of Easyjet, Paul Moore says that the airline targets to quadruple the number of women hired as cadets into its training programme via Amy Johnson Flying Initiative – an aviation project named after the first female pilot to fly solo from Britain to Australia.
Easyjet is promoting the idea through initiative airing on ITV with lot of promotional work. Government also has appreciated the effort in brand enhancement.
Moore said: “We have a three-part documentary featuring the initiative airing on ITV, and we have done a heavy PR to promote it. The Government thinks it’s great, and it’s creating good brand enhancement… and it works really well on social.”
The documentary, which is designed to shine a light on what it takes to become a commercial pilot, follows a handful of budding pilots as they master take-off and landing, solo flights, and their first passenger flight.
EasyJet has pledged to increase its number of female trainee pilots from five to 20 per cent by 2020.