Flybe targets rail and road competitors in new strategy | News | Marketing Week

Mon, 31 Mar 2014 | By Branwell Johnson

Regional airline Flybe is implementing a brand and marketing strategy overhaul across all customer touchpoints.

It is unveiling a multimillion pound marketing campaign focusing

Flybe G-FBEM

Flybe G-FBEM (Photo credit: Flicktone)

on “time-saving travel”, including television spots, alongside a website overhaul and the introduction of purple as a colour it can “own”. The colour will be introduced across the airline’s collateral, such as uniforms.

Chief commercial officer Paul Simmons says that the company has revisited its heritage to find the “product truth” that will give Flybe a strong positioning, personality and way to engage with fliers.

“It is necessary because very few people know what we do. Now we have a very focused proposition. We were a brand most people had heard of but nobody knows what we stand for.”

He says that as Flybe has no airline competitors on 80 per cent of its routes the marketing will target road and rail users and champion the airline’s speed to destination.

A new strapline “From A to Flybe” is being rolled out with creative executions that show how speedily Flybe can transport you to a destination. There are three TV spots with calls to action for business and leisure travellers and they will be supported by other channels, including social media. The campaign has been devised by The Corner.

The branding refresh and communications are underpinned with a ‘60:60 Guarantee’ product that will give passengers a £60 credit towards their next flight booked within 60 days if, through the fault of the airline, their flight arrives more than 60 minutes late.

Simmons says: “No-one else can do this – not BA, Ryanair or easyJet – because their on-time performance is not good enough”.

via Flybe targets rail and road competitors in new strategy | News | Marketing Week.

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