Flybe appoints Cocktail to seek out retail partnerships

Flybe currently has promotional brand tie-ups with Merlin Entertainments, Avis car hire and the Disneyland Paris parks.

Simon Lilley, director of marketing, Flybe, told Marketing that the airline regarded itself as a "retail brand" and was looking to partner with high-street retail names.

He added: "There are lots of opportunities where Flybe can offer in-store incentives and on-pack promotions, such as discount flights."

Lilley said that Flybe was "very close" to an agreement that would see a promotional relationship with a "well-known supermarket", while the brand was also in discussions with a nationwide high-street restaurant.

The airline switched its public affairs work from Fleishman-Hillard to TLG in November last year, as the carrier is keen to promote itself as a British success story that makes a positive contribution to the UK’s regional growth.

This article was first published on marketingmagazine.co.uk