Flybe in £9m brand repositioning
Flybe, the biggest regional carrier operating across Europe, is undertaking a £9m marketing repositioning to distance itself from negative perceptions of the low-cost airline model.
Flybe campaign: 'Making flying better'
The campaign, created by ad agency Souk, encompasses TV, press, outdoor, radio and digital. It introduces the strap-line: ‘Making flying better.’
The fresh positioning primarily targets business travellers, who account for about 45% of Flybe’s customer base. The strategy emulates easyJet’s focus on this audience.
It will promote an overhaul of the airline’s product offering including a three-tier ticketing price-model – ‘Essentials’, ‘New Economy’ and ‘Economy Plus’. These clearly display the differences in price and advantages and an improved baggage allowance scheme.
Speaking to Marketing, Simon Lilley, Flybe UK’s marketing director, said that the aim was to present the airline as a ‘transparent and upfront’ brand. ‘We need to ensure people understand we are better than the perceived nastiness of the low-cost model,’ he added.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Category Manager Pearson Competitive salary & performance related bonus & benefits, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Retail Marketing Manager - Maternity Cover Tottenham Hotspur Football Club Up to £35,000 pro-rata, Tottenham and Enfield
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...